Tribeca Film Festival Moves To The Living Room
By Ogilvy & Mather / AG, 06 Apr 2010
Promoting the expansion of Tribeca Film Festival into new areas of content distribution, Ogilvy & Mather New York builds on the Festival's New York roots to demonstrate how consumers can experience the essence of the New York festival in their homes.
New ads with the tag line "Here Comes the Neighborhood" will appear on a wide variety of video and broadcast outlets promoting the launch of the new Tribeca Film on demand channel (VOD). The new channel, which is available beginning in April, is expected to reach 40 million households through partnerships with leading cable, satellite and telecom providers, including Comcast, Cablevision and Verizon FiOS.
"The ad shows movers packing up the downtown Tribeca neighborhood - a taxi cab, pigeons, and other various icons like a traffic cop, even Robert De Niro - to demonstrate that with the new VOD service, Tribeca Film is bringing the feeling of Tribeca to homes all over the country," said Terry Finley, group creative director at Ogilvy & Mather New York.
"In working with The Tribeca Film for many years, we have helped create a brand that has an 'only in New York,' attitude. So it makes sense to bring that sensibility to their expanding properties."
Tribeca Film will release more than 10 titles on VOD under the Tribeca Film banner, over half of them day-and-date with the 2010 Festival, including: the North American premiere of Participant Media and the Alliance for Climate Protection's “Climate Of Change,” an environmental documentary narrated by Academy Award winner Tilda Swinton; the world premiere of “Birth Of Big Air,” an ESPN documentary produced by Spike Jonze and Johnny Knoxville about extreme sports athlete Mat Hoffman; the North American premiere of sex & drugs & rock & roll, the critically-acclaimed story of punk rock pioneer Ian Dury, played by Andy Serkis; and the U.S. premiere of “Road, Movie,” the tale of a young man's life-changing drive across India, from the producers of “In The Bedroom” and “Lost In Translation.”
"Ogilvy has been our partner for seven years and has helped us build a brand that has the power to expand into new entertainment channels. This year marks the beginning of an exciting new chapter for Tribeca, as well as for audiences and the entire film community," said Tribeca Enterprises co-founder Jane Rosenthal.
To view the ads, click here.
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