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Tribeca’s On Demand Channel Gets a New York-Style Ad



By :Billy Gil | Posted: 05 Apr 2010
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Marketing company Ogilvy & Mather New York is helping promote the Tribeca Film Festival’s new on-demand channel with a new ad on various broadcast and video outlets.

Beginning in April, the channel will appear to an expected 40 million households via cable, satellite and telecom providers such as Comcast, Cablevision and Verizon FiOS. Ads for the channel proclaim “Here Comes the Neighborhood,” to tout spreading New York flavor through bringing Tribeca to the television set.

“The ad shows movers packing up the downtown Tribeca neighborhood — a taxi cab, pigeons, and other various icons like a traffic cop, even Robert De Niro — to demonstrate that with the new VOD service, Tribeca Film is bringing the feeling of Tribeca to homes all over the country,” said Terry Finley, group creative director at Ogilvy & Mather New York.  “In working with The Tribeca Film for many years, we have helped create a brand that has an ‘only in New York,’ attitude.  So it makes sense to bring that sensibility to their expanding properties.”

More than 10 titles will come to VOD through the Tribeca Film channel, beginning April 21, several of them day-and-date with their 2010 festival premieres. Films premiering day-and-date on VOD include environmental documentary Climate of Change, narrated by Tilda Swinton; ESPN documentary Birth of Big Air, produced by Spike Jonze and Johnny Knoxville, about extreme sports athlete Mat Hoffman; and sex & drugs & rock & roll, the story of punk icon Ian Dury.
 


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