CULTURE POP: MOVIE MARKETING: CONDE NAST GETS DOCKERS A ROLE IN FILM TOUR

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What Lollapalooza is to alternative rock, the Fuel Film Tour wants to be to independent films.

The 11-city tour, which rolls into Providence, R.I., and Cambridge, Mass., this week, is being backed by Conde Nast Publications through its group marketing and sales arm.

Conde Nast has brought together Levi Strauss & Co.'s Dockers and Fuel, a New York-based organization of independent filmmakers.

"This is a way for us to help our advertisers reach their goals," said Catherine Viscardi Johnston, exec VP at Conde Nast. "Dockers was looking for an edgier, more creative association for its brand, and Fuel could deliver that."

Fuel was looking for a distribution and promotional platform for members' films. The movies on tour are Suzanne Myers' "Alchemy," Chris Smith's "American Job," Hannah Weyer's "Arresting Gena" and CLC Film's "The Delicate Art of the Rifle." Each has earned accolades on the film-festival circuit.

Each stop on the Fuel tour will open with a party at a local venue. Fuel will stay in each market for up to three days, launching one-week runs of the films at select theaters.

A retail promotion at a major department store in five of the markets will draw attention for the films and Dockers. Postcards will be sent to subscribers of Details, GQ and Vanity Fair in those markets, offering a video of all four films with a Dockers purchase.

Additional promotional support already has come from a six-page ad section in the October issues of Details, GQ and Vanity Fair that profiled Fuel and showed its members wearing Dockers.

The three titles are the major financial backers of the tour. Financial details couldn't be determined. For Dockers, the cost of sponsorship was the price of the advertorial and production expense of the photo shoot.

Other supporting sponsors include the Independent Film Channel, Philips Magnavox

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