Mountain Dew pays tribute to one of the iconic franchises in the cinema world, the Batman films, and celebrates the arrival of the latest (and the last) installment in the Dark Knight trilogy with a digital twist. Ahead of the premiere of The Dark Knight Rises in the USA, slated for July 20, the soft drinks brand launched a dedicated community DEWGothamCity.com, which features exclusive and never-before-seen Dark Knight content, which shreds light on the events which happened within eight years between the trilogy’s second and third films.
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MINI is making it big for the upcoming Olympic Games in London by releasing a short action movie titled The Britalian Job, heavily inspired by the classic 1969 film The Italian Job. The 5:29 video, which celebrates the brand’s partnership with the Team GB and Paralympics GB, is revolving around a detective story that ends well.
Heineken USA, the world’s leading international brewer, and the Tribeca Film Institute announced their partnership to establish and launch the Heineken Affinity Award. The award, which aims to empower and recognize a working generation of African American filmmakers and encourage them to continue to craft stories that share their experiences and visions, will launch during this year’s Tribeca Film Festival. Heineken USA will host a private launch event on April 27th to raise awareness about the program. The winner of the Heineken Affinity Award, a rising African-American filmmaker (age 21 and over) will be honored with a $20,000 cash award and year round project support and professional development from the Tribeca Film Institute.
While the Stella Artois lager brand is celebrating cinema spirit with its promotional initiatives ahead of the Cannes Film Festival, Grolsch has stepped into the art-house filmmaking world with its Grolsch Film Works production platform, doing its part in supporting independent movies. The Dutch beer brand, which launched the platform back in April 2011, last fall announced that a new film, which was to merge creative visions of three directors (from Russia, Poland and the USA) went under production. The new experimental film titled ‘The Fourth Dimension,’ funded by Grolsch and created in partnership with Vice Films, finally premiered last weekend at the San Francisco International Film Festival.