E-Malt.com News article: 4713

USA: Stella Artois, the best selling Belgian beer in the world, has signed a sponsorship deal with Landmark Theatres that expands its support of independent film making, as well as helps revive interest in a lost film genre, "shorts." The Stella Artois Adopt-a-Short program will bring short films to the 209 screens in the 22 U.S. markets in which Landmark Theatres operate, PRNewsWire posted on April 18. The initial program will consist of six shorts that will each play for one month on all Landmark screens from April to September.

In line with Stella Artois’ global film sponsorship platform, "the partnership with Landmark Theatres provides Stella Artois the opportunity to bring real value to its target audience who is passionate about cinema as well as support the creative work being done by independent filmmakers around the world," said Victor Melendez, director of marketing for European brands, InBev USA. "Stella Artois and Landmark Theatres are perfect co-stars in this program -- they are both trend-setting, key influencer brands."

Stella Artois’ global advertising itself utilizes the short film format. Since 1991, the brand has produced 16 ground-breaking shorts whose cinematography and epic feel have resulted in numerous international awards, including three Clios, seven creative awards from the Cannes Film Festival, and three IPA (Institute of Practitioners in Advertising) Effectiveness Awards -- more than any other brand. Their universal and artistic appeal has enabled the brand to have a single voice around the globe. Debuting in the U.S. through Landmark Theatres will be the Stella Artois shorts "Last Orders," "Jacques," and "Circus." "Circus" is the latest spot created by Lowe Worldwide for Stella Artois and continues to showcase the supreme quality and worth of Stella Artois by dramatizing the sacrifice people will make in order to get their hands on a Stella Artois.

"We are thrilled that Stella Artois has provided us with this incredible opportunity to showcase short films in our theaters," said Ray Price, VP of marketing, Landmark Theatres. "Short films are a very important part of the filmmaking community which are rarely, if ever, available to the general public."

Landmark Theatres has properties in the top 22 U.S. markets and has 12 million annual customers, approximately forty percent of the coveted independent film audience market.

Stella Artois sponsors screen events globally, including the Cannes Film Festival, and in the United States, the Sundance Film Festival as well as dozens of local film festivals that are held in this country each year.

Stella Artois(TM) traces its origin back to 1366 to a brewery called Den Hoorn, located in Leuven, a town just outside of Brussels. In 1717, master brewer Sebastian Artois purchased the brewery and renamed it to his namesake. The Artois Brewery created a special brew to celebrate Christmas and named it Stella (Latin for star) for its exceptional clarity. Today, Stella Artois is the gold standard for European lagers with its distinctive flavor and spicy hop character. It is the fastest growing European lager in the world and the #1 selling Belgian beer in the U.S.

Formed by the combination of Labatt USA and Beck’s North America, InBev USA distributes some of the world’s leading premium beers, including Beck’s(TM), Stella Artois(TM), and Bass(TM). As "America’s Premium Beer Company," InBev USA offers a portfolio of over 20 international brands, including Labatt Blue(TM) and Labatt Blue Light(TM), as well as Rolling Rock(TM) and Rock Green Light(TM) from Latrobe Brewing Company. InBev USA is also the #1 supplier of imported draught beer to bars and restaurants throughout the country.

About Landmark Theatres: Landmark Theatres is the nation’s largest theater chain devoted exclusively to art and independent film, with 59 theaters in 22 markets. Landmark is a leader in theater technology and services, providing customers with digital cinema, upscale concessions, on-site DVD sales, specialized merchandise, compelling film festivals, special events and a broad range of programming. Landmark’s theaters include historic buildings as well as newly built flagship multiplex theaters across the nation, each devoted to offering outstanding entertainment experiences for moviegoers. Landmark Theatres is owned by Todd Wagner and Mark Cuban’s 2929 Entertainment, a diversified media and entertainment company that also owns 100% of Rysher Entertainment and Magnolia Pictures Distribution, an interest in Lions Gate Entertainment; movie production companies 2929 Productions and HDNet Films, and high-definition television networks HDNet and HDNet Movies.


20 April, 2005