Heineken is preparing a series of activities for the Tribeca Film Festival (TFF) to provide the visitors and guests of the 12th annual festival with an enhanced cinematographic experience. The brand’s program for the festival, which is taking place April 17–28 in NYC, includes sessions, special events and after-parties and even prizes for filmmakers.
Photo: A poster of Heineken’s Green Room Sessions at TFF 2013, www.tribecafilm.com
During the TFF, Heineken will be hosting post-screening Q&A “Green Room Sessions,” each focusing on one of the five films debuting at the festival. The sessions will combine two great experiences at a time—visitors aged 21+ will be invited to enjoy a cold Heineken, while listening to the films’ cast and crew members interviewed onstage by a celebrated entertainment journalist. The attendees with tickets to the screenings will be able to visit the sessions dedicated to relating films. Those who won’t be there in person will be able to watch the videos on the brand’s YouTube channel. In addition, Heineken will invite all the attendees to the festival to vote for their favorite films after the screening using nomination ballots. The results of the public voting will be announced at the end of the festival, determining the Audience Awards winner.
Starting April 8 through April 28, Heineken will be hosting special film-themed Trivia Night events in NYC, inviting true filmoholics to win the tickets to the festival’s screenings. All they need is to answer questions about the most loved films. Announcing the first event, the brand says it will arrange “challenging and unique rounds focusing on your favorite movies. That large part of your brain filled with the finer points of film will be put to the test, so start studying up!” Details are posted at the dedicated Facebook page.
Heineken will not only generate activity around the screenings of films at the TFF, but also support filmmakers by recognizing their talents through prizes. The brand will mark the work of talented African American filmmakers through the $20,000 cash Affinity Awards, and Latino filmmakers through the VOCES Grant. The recipients of the awards will be honored at a special private party hosted by Heineken on April 20. They will walk away with cash prizes and receive a year-round project support from the Tribeca Film Institute.