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The Christmas tree trade in New York City is a thriving business, with hundreds of thousands of trees sold on the city’s sidewalks every holiday season. Competition is fierce, but this year, there’s a new player in town: Celia Aniskovich, who will direct and produce the documentary “The Merchants of Joy (w/t)” for Boat Rocker.

Aniskovich has assembled an unconventional cast of characters for the film – five families who are equal parts street corner capitalists and Christmas enthusiasts. They will be followed as they source, bargain, and hustle to sell as many trees as possible in the city that never sleeps.

Todd Lubin and Jack Turner will executive produce for Boat Rocker’s Matador Content alongside Ivan Schneeberg and David Fortier for Boat Rocker. Aniskovich and Zoe Vock will produce for Dial Tone Films along with Arthur Spector, Joshua Davis, and Josh Bearman for Epic Magazine.

“I founded Dial Tone Films to tell stories of human connection,” said Aniskovich. “The Merchants of Joy is a love letter to the people that make Christmas happen in New York City, year after year.” The film promises to be an instant holiday classic with its intrigue and personalities.

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