Unit will work with sponsors on 'mini-movies'

IFC has created an Integrated Partnerships department that will focus on developing promotions for sponsors of the ad-free network.

Unit will work with sponsors putting together “mini-movies,” as opposed to 30-second spots, that combine IFC content with brand and product, creating a new revenue stream for the net without using standard commercials.

Staffing new department will be veep Alan Klein, East Coast director Kevin Cirrito and West Coast director Lee Sparer, under the direction of IFC general manager Evan Shapiro.

Currently, IFC has such partnerships with Acura, which sponsors “At the IFC Center,” Heineken (“Film Fanatic Fridays”), Rockstar Games (“Stories From the Concrete Jungle”), Target (“Cinema Red Mondays”) and Volkswagen (“Escape From Hollywood”).

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