Sundance Signs Four Film Sponsors
By Jim Forkan -- Multichannel News, 1/21/2003 12:19:00 PM
Sundance Channel has signed The Coca-Cola Co., Kenneth Cole Productions Inc., Loews Cineplex Entertainment Corp. and Volkswagen of America Inc. as supporting sponsors for its "Sundance Film Series," a series of upcoming films that will go into theaters before moving on to video/DVD and the network.
Sundance senior vice president of marketing Kirk Iwanowski said Tuesday that the overall value of the marketing and promotional support across the entire span of the project should be "well in excess of $35 million or $40 million."
The first of four movie titles will bow in theaters in August, with the others to follow on a monthly schedule through November. Each will be shown in Loews theaters in at least 10 markets, including New York, Los Angeles, Chicago and Boston.
Sundance Channel Home Entertainment will handle the video releases.
The network will oversee the launch and management of the film package, as well as the process of film selection.
Iwanowski said each of the four sponsors will contribute financial and promotional support to the project.
The Loews theater chain will promote the film series on 1,000 screens nationally via sponsored trailers prior to its feature presentations and via concession-stand advertising, he said, while Kenneth Cole will promote the films in Loews theaters and in signage and sweepstakes via its own retail outlets.
Similarly, Volkswagen will advertise via signage at its dealerships and also incorporate mentions in its own ad campaigns and sweepstakes tie-ins, Iwanowski added. Coca-Cola, primarily for Diet Coke, will use on-pack promotion and in-store signage, he said.
The four sponsors will have the opportunity to include billboards in the Sundance home-video releases of the films, he said.
Since Sundance doesn't carry commercials, Iwanowski said, it will instead support the venture via content-based sweepstakes and other promotions, offering products from the four sponsors as prizes.
No related content found.
VIEW ALL GALLERIES
