Heineken, the official beer sponsor of the Tribeca Film Festival (TFF), announced what it's calling enriched event experiences that will take consumers from passive observers to active participants at this year's festival. These experiences, taking place over the duration of the Festival from April 16 – April 27, 2014 in New York City, include the second year of Heineken's Green Room Sessions, the reveal of #15SecondPremiere, supporting US-based Latino filmmakers through Tribeca Film Institute's Heineken VOCES Grant, sponsorship and presentation of the annual TFF Audience Awards, as well as an official film after-party and the official TFF event Wrap Party.
Following the screenings of the dark comedy, Summer of Blood, and the feel-good comedy, The Bachelor – the traditional Q&A experience will be transformed as guests relive each film within the Green Room Session walls through film-themed décor, catering, staff uniforms and general ambiance. Attendees enjoy a cold Heineken as the Green Room Host interviews the talent behind each film. The program will also provide an exclusive look into the films, and an opportunity for attendees to mix and mingle with the cast and crew involved.
With the help of its agency of record Wieden+Kennedy New York, Heineken will also premiere the winning entry of its social call-to-action, #15SecondPremiere, during a private screening event on April 23. Last month, fans were dared to submit a movie pitch in a single tweet– but only if they believed they had what it took to publicly premiere their short film during the Festival, brought to life courtesy of Heineken. Out of hundreds of submissions, Dennis Lazar's pitch was ultimately chosen, produced and directed by a Hollywood film crew, turning his 140 character pitch into 15 seconds of finished film. Dennis will be flown to New York City to attend a private Q&A event at TFF, where Heineken will screen his movie, which features a cloned Abe Lincoln with a not-so-nice agenda. Plucked out from behind the safety and anonymity of his keyboard, Dennis will have to stand behind his mini-masterpiece in person – amidst all the fanfare, hoopla and questions that go into a premiere event – all after viewing the end result of his 140 character tweet for the first time.
"In our sixth year as a proud sponsor of Tribeca Film Festival we want to bring film-goers new, unexpected experiences," said Pattie Falch, Director or Sponsorships and Events at Heineken. "We're excited to partner with Tribeca Film Festival to present events like Heineken Green Room Sessions and #15SecondPremiere that will allow people to go beyond their comfort zone and try something new to open their world."
