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Sundance Sponsor Nabs Fest Screening

January 16, 2013 by Robert Marich Leave a Comment

The distiller of Captain Morgan rum that spends sponsorship money liberally for film fests lands a plum Sundance slot.

A corporate sponsor at the Sundance Film Festival created content that unspools in a sidebar of the fest, in a bid to escape the NASCAR-like clutter of overt promotions, notes a Variety story.

The Captain Morgan brand of rum, which is part of the Diageo spirits conglomerate, received choice placement for its 30-minute documentary showing at Sundance titled “The Unsinkable Henry Morgan.”

“Film follows a team of artists and experts, including costume designer Colleen Atwood (“Snow White and the Huntsman”, “Alice in Wonderland”), and author Stephan Talty, as they explore the legends surrounding Morgan’s exploits in Panama and the cultural impression he left there,” says the “Variety” article by Marc Graser. “In its 30-plus years, Sundance has fought to maintain its roots as a showcase for independent film and maverick voices even as it evolved into a mainstream attraction.” “Unsinkable Henry” is not in Sundance competition.

The Sundance fest supposedly promotes independent thinking, but increasingly is deluged with corporate sponsors that are purveyors of financial services, automobile, consumer electronics and beverage products and services. Not surprisingly, booze marketer Diageo just announced a “dynamic multi-platform sponsorship deal” with the Sundance Channel, which is also part of Robert Redford’s indie film empire.

“At Sundance Channel we’re always looking for daring and innovative ways for our sponsors to connect with our highly curious and connected audience,” Sarah Barnett, Sundance Channel General Manager, said in a press release. “By working closely with Diageo, we were able to design an extremely specific and effective content play for their brand at both the Sundance Film Festival and on our channel.”

Another corporate sponsor working the Sundance crowds in a more direct and glitzy way is promotion outfit RAND Luxury, which promises an invitation-only house of luxury exhibit will showcase “some of the world’s most influential brands, including Rolls-Royce Motor Cars, Hasselblad, and Sony, among others.”

Oooh. Aaah!

Related content:

  • Captain Morgan Seeks Sundance Spotlight
  • Sundance Channel and Diageo Partner on Dynamic Multi-Platform Sponsorship Deal
  • ‘Resorts West House of Luxury’ to Host Exclusive Screenings, Hottest Events and Most Influential Brands at Sundance Film Festival

Filed Under: product placement, publicity Tagged With: branding, festivals

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