The Tribeca Film Festival has set the dates for its 2013 edition, now skedded to run April 17-28 in Gotham.

Festival also has teamed with Bombay Sapphire to add a “transmedia” element to the fest, which will this year aim to showcase multiplatform storytelling alongside its usual lineup of films. Tribeca Film Institute’s Ingrid Kopp, the org’s director of digital initiatives, joins a fest programming team that already includes chief creative exec Geoffrey Gilmore, a.d. Frederic Boyer and programming director Genna Terranova, among others.

The new transmedia element of the festival, encompassing a new award for work in the genre, follows Tribeca’s efforts in recent years to incorporate nontraditional storytelling, including the launch of a fund that supports new-media projects as well as a 2011 festival panel and demonstration of vidgame “L.A. Noire.”

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The Tribeca fest operates under the umbrella of Tribeca Enterprises, other branches of which include distributor Tribeca Film and the nonprofit affiliate TFI.

Fest submissions for film and transmedia works open Sept. 17, with an early deadline of Oct. 19 preceding the official Nov. 30 cutoff. A late deadline of Dec. 28 is only an option for feature submissions.