All posts by Melissa Hougie

Escape Fire: The Fight to Rescue American Healthcare Secures Theatrical Release Date

Roadside Attractions, the distributor behind Supersize Me, has recently acquired the U.S. rights to release the award winning documentary, Escape Fire: The Fight to Rescue American Healthcare.  Lionsgate, the leading independent film studio, has obtained all other rights.

Escape Fire, directed by Matthew Heineman and Susan Froemke, focuses on our far from perfect healthcare system, which is “designed to profit on disease not health, reward quantity over quality, and promote high-tech over high-touch.” The film interweaves personal stories with the efforts of revolutionary individuals working to transform the healthcare industry at the highest levels of U.S. government, military and medicine.

The film will be released theatrically on October 5th, 2012, just in time for the 2012 Elections – in which healthcare will be the major topic of discussion.

Learn more here.

To view a teaser for the film, please go to our website.

Sports Saturday is this Saturday, 4/28

Time Warner Cable and ESPN are bringing Sports Saturday to life this Saturday, April 28th, on the streets of Tribeca. The event will give sports fans the chance to enjoy a variety of free, sports-related activities that will include games, demonstrations and prize giveaways. In addition, many of New York’s most popular athletes, mascots and sports personalities will make guest appearances throughout the day. BMX riders will even show off their skills and tricks in the Wheels of Freestyle BMX Stunt Show, which takes place four times throughout the day.

Come one, come all to the Time Warner Cable event at Sports Saturday, where you can enjoy sports better while soaking up the bustling atmosphere and taking iconic sports-themed photos. Not only will you receive a photo sleeve with your epic picture, but you’ll also have the chance to win premium prizes ranging from bouncy balls to iPads at the ESPN lockers.

The Tribeca Family Festival will coincide with Sports Saturday, and promises to be a day of family fun and lively entertainment. Throughout the Street Fair will be talented performers, dancers, stilt walkers, Broadway performances, arts and crafts, face painters, puppet shows, music, games and much more.

TWC’s Tent at Sports Saturday

10:00 AM – 6:00 PM; North Moore & Greenwich Streets

12:00 PM – 2:00 PM; Appearance by Victor Cruz

Tribeca Family Festival

10:00 AM – 6:00 PM; Greenwich Street between Chambers and Hubert Streets

 

On-Site: Time Warner Cable’s Red Carpet Experience at Tribeca Film Festival

Have you ever dreamed of being a celebrity? Strutting down red carpets, posing for (or running from) the paparazzi, receiving freebies and enjoying the finer things in life, like eating delicious food prepared by a celebrity chef while relaxing under the stars. Well, as the signature media sponsor for the Tribeca Film Festival, Time Warner Cable hosted a three-day red carpet event at the annual outdoor Drive-In enabling a multitude of people to live like the stars, enjoying movies and Tribeca Film Festival better.

The event was a true red carpet experience. Upon exiting the doors of Worldwide Plaza, people were instantly attracted to the excitement of the Time Warner Cable tent. The tent literally glowed due to freebies such as LED light sticks, light-up bouncy balls and glow rings. Guests of all ages entered the red carpet to mingle and take photos with their favorite characters, including EB & Carlos from Hop, Alvin & the Chipmunks, and Super Why and Wonder Red from Sprout. Celebrities such as Austin Scarlett from Project Runway and Wilmer Valderrama from nuvoTV’s Passport: Venezuela also enjoyed TWC’s event, shaking hands, trading stories and posing with guests amidst a swarm of paparazzi. The paparazzi wore backwards Time Warner Cable baseball hats, and true to character, yelled to guests: “Jay Z, look over here”, “who are you wearing?” and “you’re beautiful, strike a pose!” As the guests made their way passed the paparazzi, brand ambassadors greeted them with photo sleeves complete with each guest’s photo with their respective celeb(s) of choice. Sparing no perk, TWC also had iPads available to enable guests to upload pictures directly from the event onto their social media site(s).

After socializing with the stars, photo sleeves in hand, guests were then able to head to the concessions stand where celebrity chefs including Aaron Sanchez, Roble Ali and David Burke waited to personally greet each guest and hand them specially made gourmet snacks.  Chefs handed out popcorn with cinnamon brown sugar, soft pretzel bites with cheese sauce and popcorn with a choice of pesto sauce or coconut curry. The snacks were objectively scrumptious, but somehow eating them under the stars at the Drive-In made them taste even better.

The culmination of TWC’s activation was the 8:00 PM glow moment right before the movie. Lights were turned off while hundreds of guests proudly waved their glowing rainbow swag. TWC’s glimmering impact reached even beyond the Drive-In, to a deli nearby where teenagers resourcefully utilized their glow sticks as light-sabers – though Star Wars wasn’t playing at the Drive-In, I’m sure Time Warner Cable would be happy to know that they helped teenagers to enjoy the film better.

Following the activation, TWC subscribers can continue to experience the best of the Tribeca Film Festival with Movies on Demand. Check out the lineup up here: http://www.twondemand.com/tribecafilmfest/

Welcome to the Tribeca Drive-In: A Dash of Hollywood in NY

The Tribeca Film Festival began yesterday, meaning that:

  • Movie-goers and celebrities alike will pack the typically quiet streets of Tribeca to attend screenings of both new and classic films – many of which are free and open to the public
  • Sponsors will be competing for the best activation; festival attendees will happily sample free foods and strut around with their new swag bags
  • Taxi drivers will be busy, to say the least

From free film screenings under the stars at the Festival’s Drive-In, to engaging conversations with some of today’s top directors, the 2012 Tribeca Film Festival has great events and perks for everyone.

Time Warner Cable will be a top-contender for most exciting activation at the Tribeca Drive-In. TWC’s philosophy, “Enjoy Better,” will be brought to life via a red carpet Hollywood experience where the customer is the star, inclusive of paparazzi, celebrities, and swag. TWC will also distribute exclusive gourmet snacks from celebrity chefs Aarón SanchezRoble Ali and David Burke.

See the schedule below to check out one of TWC’s exciting events during the Drive-In at the World Financial Center Plaza:

Thursday, April 19th

6:00 PM – 8:00 PM: Appearances by EB & Carlos from Hop, Austin Scarlett, Project Runway

Celebrity Chef: Aaron Sanchez

8:00 PM – 10:00 PM: Movie: Jaws

 Friday, April 20th

6:00 PM – 8:00 PM: Appearances by Alvin & the Chipmunks

Celebrity Chef: Roble Ali

8:00 PM – 10:00 PM: Movie: The Goonies

 Saturday, April 21st

6:00 PM – 8:00 PM: Appearances by Wilmer Valderamma, nuvoTV’s Pastport: Venezuela, Super Why & Wonder Red from Sprout

Celebrity Chef: David Burke

8:00 PM – 10:00 PM: Movie: Knuckleball!

 

Unilever Germany Says “”F*** the Diet”

Unilever Germany is testing the boundaries of Brand-Consumer communication with promotions for its new line of low-calorie food products, using the tagline: “F*** the Diet.”

Unilever supplied this translation for the German TV spot:

“You don’t want to count calories? Just let it be.

With Du Darfst you can enjoy food without regret.

Because Du Darfst means “you don’t have to.”

Just take what you want — F*** the diet.

Du Darfst [you may].”

A spokeswoman for Unilever in Germany said in a statement Tuesday night: “Although the current Du Darfst campaign has become a bit of a talking point in Germany — as effective marketing should — it is targeted specifically at German consumers and uses language that we do not believe most German consumers find offensive. This is because the term in the campaign is frequently heard on German TV and radio, and is used in newspapers and magazines, and in the context of ‘let it be’ it is not censored or seen as inappropriate by most German consumers.”

The brand’s website explains the rationale behind this new campaign. “No fat, no carbohydrates and no food after 5:00 — the list of dietary rules is long and frustrating. Stop it! We have developed some great tips with dietician Silke Kayadelen. Try it — reawaken your passion for food and you’ll never look back!” Ms. Kayadelen is a TV personality, fitness coach and author and is regularly featured on Germany’s version of “The Biggest Loser.”  I applaud Unilever encouraging Germans to focus on sustainable, healthy eating instead of inevitably difficult and unsuccessful fad diets (with the hope of potential customers choosing Du Darfst, of course). I also appreciate Unilever testing the boundaries of corporate communications.

Context undoubtedly plays a major role in whether usage of the F-word is socially acceptable. With the rise of social media and increased brand-consumer interactions, the lines of appropriate communication have become blurred. The F-word is used intimately and often jokingly between friends, but as the connection between consumers and Companies continues to grow, is it acceptable for today’s Corporate-entities to use swear words?