Landmark, indie channel team up

Altman, Sayles, other indie helmers to do promos

Landmark Theatres and the Independent Film Channel have formed a joint initiative to increase awareness of specialized film that includes cross-promotional activities and co-ventures at major media events.

The program will kick off with the companies’ sponsorship of the “Truer Than Fiction” award for documentaries at the upcoming Spirit Awards in March. The juried prize comes with a $20,000 cash incentive. In conjunction with the award, the IFC has filmed promotional spots for a contest to win tickets to the event. They will unspool on Landmark’s 140 screens beginning next week.

A spring contest promoting the cable outlet’s coverage of the Cannes Film Festival will send a Landmark patron to the event in May.

Also being prepared are a series of spots to run on Landmark circuit screens with prominent filmmakers talking about independent filmmaking. Among those lending their voices are Robert Altman, Ang Lee, John Sayles, Steven Soderbergh and Wim Wenders. The vignettes will be about one minute in length and are aimed at heightening awareness of the cabler, which has doubled its subscription base in the past year and is now available to more than 12 million households.

“The partnership has evolved quite quickly,” said Landmark marketing director Cary Jones. “We’ve only just begun to scratch the surface of joint ventures and expect to have a much broader program in place by next year.”

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety

Loading