New York -- The Independent Film Channel is teaming up with
Landmark Theater Corp. and Esquire magazine for its new image campaign.
The campaign features cross-promotions, a traveling film
tour, a new ad campaign and promotional appearances by actor Matt Damon and director
Robert Altman, the network said..
Landmark's 140 theaters in 10 states will run a series
of trailers promoting IFC, and Landmark will conduct two national sweepstakes and joint
promotions around IFC's coverage of the IFP/West Independent Spirit Awards and the
Cannes Film Festival.
In a separate partnership with Esquire, IFC and the
magazine will screen four breakthrough films by members of IFC's advisory board --
Martin Scorsese's Taxi Driver;Jim Jarmusch's Stranger Than
Paradise; Steven Soderbergh's sex, lies and videotape;and Robert
Altman's The Long Goodbye -- in a tour to Washington, D.C.; Tampa, Fla.;
Atlanta; and Denver between May 30 and July 1.
The creative centerpiece for the campaign is a series of
spots created by New York-based Hungry Man Productions, parodying the independent-film
scene with a nine-year-old fictional director named "Christie." In addition to
Damon, the ads will feature appearances by actors Edward Norton, Janeane Garafolo, William
Macy and Gary Oldman.
Ed Carroll, executive vice president and general manager
for IFC, valued the "exposure" of the campaign's various outlets at
approximately $10 million. The goal of the image-and-branding campaign, he said, was a
"marketing blitz" between the Spirit Awards March 30 and the Cannes Festival in
The campaign is designed to "position us as the center
of the independent-film world," Carroll said.