How rude!

IFC, otherwise known as the Independent Film Channel, took this opportunity at the Sundance Film Festival to announce a partnership with . . . the South By Southwest film festival.

The channel, which happens to be a competitor to that other independent movie channel, the Sundance Channel, announced Monday (Jan. 19) that it was partnering with SXSW to show five of that festival's films on an IFC on-demand service.

The SXSW Film Conference and Festival - which is a competitor to Sundance - is being held March 13 through the 21 in Austin, Texas, in conjunction with its big music festival.

In just a couple of days the IFC on-demand service is going to premiere Steven Soderbergh's latest movie, "Che," starring Benicio del Toro.

The first film in the partnership will be the festival premiere of "Alexander the Last," described as a "a tender exploration of the pleasures and pitfalls of creativity, and the impact that intimate professional relationships can have on a young marriage."