Indie Fest Eyes Patrons; Putumayo's Bayou Blast

Brandweek, Jan 24, 2000 by T.L. Stanley

Film producer/distributor The Shooting Gallery aiming to carve out a destination for indie films at mainstream multiplexes and create a brand-friendly franchise, pulls in Heineken, Hollywood Video and Polo Jeans as sponsors of a movie series to run this spring and fall. The project, featuring indie movies from several countries (though not from Shooting Gallery), will hit Loews Cineplex theaters in 17 major markets, beginning next month.

"Singularly, these movies may be too niche, but combined, they can have a voice," said Paul Speaker, Shooting Gallery's president. "It allows the theaters to diversify their menu of offerings, and it lets sponsors speak to the cultural influencers." It's important ground to break, Speaker said, because art houses have become monopolized by mini-major fare, squeezing out ultra low-budget and experimental indie movies.

Heineken, whose past film links have included big-budget James Bond flicks, plans promos in restaurants, nightclubs and retailers, and will supply product to events. Polo will hype the program in department stores, and Hollywood Video plans in-store exposure in series markets and will carry the featured films on video chainwide for an exclusive window after the Shooting Gallery Film Series ends. Loews plans on-screen trailers.

Instead of sponsorship fees, partners were asked to kick in media dollars for print ads. Media partners Yahoo, Starz Encore, Entertainment Weekly and Talk Cinema will support, the latter organizing "club nights" with post-screening discussions with talent, producers and critics.

Putumayo World Music, amping up its link to travel, kicks off a year's worth of promotional activities with the Louisiana Office of Tourism this week. The deal came together when Putumayo execs learned of the Louisiana tourism board's plans to focus a $6 million campaign on the region's zydeco, jazz, rockabilly and R&B musical roots. (Tagline, Music: The Language of Louisiana). The indie label had plans to release this month two Bayou-themed CDs.

A release party in New Orleans will be sponsored by CC'S Coffee House, which has 22 stores in the region, CAN World Beat, Offbeat Magazine and radio station WWOZ, which will broadcast the event live. The party headlined by Cyril Neville, will air on cable in several Louisiana markets, plus Austin, Memphis and Cleveland. CC's Coffee House has started distributing Putumayo music, and plans in-store promotions.

Under the mantra, "Travel the World with Putumayo," execs think the deal could serve as a blueprint for longer relationships." It extends our ongoing message, and it targets the cultural creative," said David Hazan, Putumayo's svp-marketing.

A related sweeps at 114 Tower Records stores dangles trips to Louisiana; about 1000 bookstores, gift shops and alternative distributors will run giveaways. In-store signage will support. Other activities: Mardi Gras-themed episode of the syndicated Putumayo World Music Hour, due late February and a possible Louisiana Gumbo Tour for summer