Cobra Beer is investing in new film talent as part of a £1m deal to sponsor all movies on ITV2 and ITV3.
The sponsorship deal, which starts on January 31, will cover about 300 movies shown across a13-month period.
Under a new initiative called CobraVision, amateur film producers and film students will be able to send in a series of 10 five-second short films on any theme, with the best showcased during the sponsorship credits. Each break within the movie will be top and tailed with a five-second short film, which will look like it is being shown through a CobraVision-branded theatre. Cobra will also run branded interactive promotions
during the ad breaks.
Karan Bilimoria, founder and chief executive of Cobra Beer, said there would also be a CobraVision film festival in March 2006 to promote the short films with plans for a DVD and film scholarship in the pipeline.
He added: “CobraVision is the first of its kind in broadcast, media or advertising history.
“It’s a win for Cobra, the British film industry, ITV and for British creativity.”
The sponsorship deal, which starts on January 31, will cover about 300 movies shown across a13-month period.
Under a new initiative called CobraVision, amateur film producers and film students will be able to send in a series of 10 five-second short films on any theme, with the best showcased during the sponsorship credits. Each break within the movie will be top and tailed with a five-second short film, which will look like it is being shown through a CobraVision-branded theatre. Cobra will also run branded interactive promotions
during the ad breaks.
Karan Bilimoria, founder and chief executive of Cobra Beer, said there would also be a CobraVision film festival in March 2006 to promote the short films with plans for a DVD and film scholarship in the pipeline.
He added: “CobraVision is the first of its kind in broadcast, media or advertising history.
“It’s a win for Cobra, the British film industry, ITV and for British creativity.”
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