Through its branded content arm, the organization works with companies all year to champion filmmakers.
The Tribeca Film Festival wouldn’t happen without the involvement of brands. The event, which celebrates its 18th anniversary this year, is almost entirely funded by brand partners and sponsors, like AT&T, Nespresso and Stella Artois. Ticket sales contribute to Tribeca’s revenue, but are vastly outweighed by brand sponsorships. And through Tribeca Studios, the festival’s branded content arm, these partnerships exist year-round, not just during the 12 days of the festival.
Unlike other film festivals, like Cannes, which are mostly restricted to invited guests (typically consisting of those in the industry), Tribeca is open to the public. Jackie Hassell, senior vice president of partnerships at the festival, said that means the festival needs to create experiences that satisfy not only the industry, but also the consumer.
“We started as a consumer festival, and industry, because of who we are and because we’re in New York,” Hassell told Adweek. “And when we really changed a couple of years ago, we looked and said, ‘We don’t want to do any gratuitous partnerships.’ It was very much, ‘Let’s come together and do things with partners that will enhance the consumer experience.’ That’s really something that when we look at a partner, at a brand, it has to check those boxes.”
Throughout the year, Tribeca Studios works with brands to create films that give filmmakers who might not otherwise have the capital a chance to get their work seen by an influential audience.
