The glitzy Tribeca Festival rolls out a membership program offering events perks, special merchandise offers and benefits from sponsors.
Membership costs $100 a year, reflecting that flat-fee subscriptions offerings in media continue to multiply. It’s a type of loyalty program from the fest’s parent, Tribeca Enterprise.
“Tribeca Membership offers year-round access to Tribeca-curated events, including film premieres and screenings, talks, music performances, live podcast recordings, sneak peeks of upcoming Tribeca Films releases, and emerging storytelling,” the movie-centric cultural organization says in a post. “Additionally, you’ll receive exclusive discounts for the Tribeca Festival, limited-edition merchandise, and more.”
One benefit is “Invitation to a Pre-Festival Programming Preview Reception.” Such programs are a form of licensed movie merchandise in the service mode (there’s some physical merchandise too).
The Tribeca Festival, founded in 2002, takes place annually in the hip, bohemian cultural neighborhood in Manhattan and sports film glitterati as supporters. The fest is particularly noted for edgy indie films, feature-length documentaries, and recently added upmarket TV programs that garner extensive news media attention, since the host city is the news capital of the United States.
The location in the heart of New York City gets pumped up with phrases like “art enthusiasts,” “cultured and connected,” and promises connecting to a “vibrant community that comes with a Tribeca Membership.” The fest offered a $25,000 VIP ticket in 2019 with special access to events and backstage.
Film festivals attract upmarket sponsors aiming to connect to the audience that is affluent and cosmopolitan. “Popular promotional categories are luxury goods, such as watches, beauty aids, and apparel; automobiles; consumer electronics products, such as cell phones; financial services, such as credit cards; airlines; and local media outlets, such as local/regional websites, magazines, and newspapers,” says the third edition of “Marketing to Moviegoers,” the business/academic book. “Technology is another industry active in sponsoring fests” particularly video streaming platforms.
Tribeca is a magnet for corporate sponsors because it is located in the finance capital of the United States. Over the years, its fest sponsors have included American Express, AT&T, consumer good behemoth Procter & Gamble, Ford’s Lincoln car brand, video streamer Roku, crypto platform OKX and retailer Walmart.
The $100 price tag isn’t prohibitively expensive and calls to mind the membership in Amazon Prime, whose offer includes a proprietary video streaming service and free merchandise shipping. Movie theaters offer loyalty programs too with discounts and special activities, including Cinemark.
For the Tribeca Fest, the De Niro Con, a fan-friendly event centered on Tribeca co-founder Robert De Niro, will coincide with the fest, running June 14 to 16.
Three years ago, the event dropped “film” from its name to embrace high-brow TV programs, video games and digital media content as well.
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