Weekly "Back to Basics" Themed Double Feature to Premiere November 7
New York, NY – October 31, 2007 – IFC announced today that it has signed Dewar's as the exclusive sponsor of an all-new Wednesday night film strand on IFC premiering Wednesday, November 7. The weekly Dewar's-packaged double feature will be themed around the concept of "Back to Basics" and will consist of two independent film classics from IFC's extensive film library, including such titles as Garden State, The Human Stain, Dogville and Wonderland. The film strand will air through February 2008.
Dewar's is the newest addition to IFC's growing list of strong partnerships and further broadens the network's unique business model that offers its partners innovative and non-traditional avenues to platform their brand. As part of this strategy, the network provides partners with an opportunity to exclusively sponsor one of the popular nightly film strands to effectively target and reach consumers. Dewar's sponsorship of Wednesday night's "Back to Basics" joins other sponsored nights, including Target's "The Spotlight" on Mondays; Thursday's premiere of new segments of "Beyond the Multiplex" sponsored by Salon; and Acura's "Sunday Best," among others.
"As with all of our partners, we are working with Dewar's to strategically integrate their brand into entertaining content that will engage IFC's trend-setting and influential audience," said Alan Klein Senior Vice President of Partnerships and Licensing. "With the creation of this new film strand, we are providing a unique sponsorship opportunity for Dewar's as well as an additional revenue stream for the uncut and uncensored network. Dewar's is a strong brand that is in line with what IFC represents, and we are excited to be working with them to bring this new programming to our viewers."
"We are proud to partner with IFC to bring a new line-up of quality independent films to its viewers," said Ned Duggan, Brand Manager for Dewar's. "Dewar's consistently supports independent film and music through promotions and events, however, this partnership allows us to extend that support to television and reach a broader base."
Every Wednesday night, IFC and Dewar's will reach into the network's film library and select two classic titles from the indie film milieu – from Kill Bill Vol. 1 and 2 to Amelie and Chocolat – for the "Back to Basics" double feature starting at 9pm ET/10pm PT. The film strand will open with a customized and co-branded gateway inspired by Dewar's latest campaign of "Dewarisms." Using an artful combination of specially-created motion graphics, clips from the double feature, and footage from the new Dewar's campaign, the gateway will take viewers into a Dewar's-branded "Vaudeville Indie Art House Theatre." Once inside the theatre, viewers will be introduced to the house emcee – a character taken from the Dewar's campaign – who will introduce the double feature using an appropriate "Dewarism" that connects to the context of the night's films. The gateway will seamlessly integrate the Dewar's brand in a way that speaks directly to IFC viewers and provides them with a special movie destination and experience.
In addition, IFC will create weekly 30-second and 60-second tune-in promotions, which will have the same look and feel of the gateway, to drive viewership to Wednesday nights. Each on-air promotion will integrate the original content on IFC with the Dewar's brand in an uncluttered environment.
IFC will also incorporate online support into the partnership deal. "Back to Basics" will get its very own online site, where viewers can check in on the film strand schedule, learn about why these films are considered timeless indie film staples, and more. Every Wednesday, the front page of IFC's website (www.ifc.com) will feature the Dewar's film strand being presented that day.
About IFC
The Independent Film Channel (IFC) is the first and most widely distributed network dedicated to independent film 24 hours a day, uncut, uncensored and commercial free. The network is part of IFC Companies – the only brand to operate in every area of independent film to include television, production, financing, distribution, digital, on-demand and exhibition. IFC Companies uses its unique cross-platform position to broaden the audience of independent film and to provide independent filmmakers with a strong voice. IFC Companies is a division of Rainbow Media Holdings, LLC.
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform content for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, IFC, WE tv, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. Through its IFC Entertainment division, Rainbow Media also owns and manages the following: IFC Films, a theatrical feature film distribution company; IFC First Take/IFC in Theaters, a day and date theatrical feature film/VOD initiative; the IFC Center in New York City; IFC Productions, a feature film production company; and IFC Entertainment, which owns and operates a film library. Rainbow Media also operates Rainbow Advertising Sales Corporation, its advertising sales company, and Rainbow Network Communications, its full service network programming origination and distribution company.
About DEWAR'S
The name of DEWAR is one of the most respected in the world of Scotch Whisky. Founded in 1846 by John Dewar Sr., John Dewar and Sons Limited has grown from a small wine and spirits merchant shop in Perth, Scotland, to become a global brand, famed the world over for quality blended Scotch whiskies. The cornerstone of the portfolio is the WHITE LABEL blend, which was first created in 1899. The DEWAR'S portfolio also includes: DEWARS 12 YEAR OLD Special Reserve Blended Scotch Whisky, and DEWAR'S Signature Blended Scotch Whisky.