Several Orange County companies are taking lead roles in producing the upcoming Newport Beach Film Festival.
Karma Automotive LLC, maker of the luxury hybrid Revero, signed on as a sponsor, hoping to garner the attention of the some 50,000 people expected at the eight-day event, which kicks off on April 26.
The Irvine-based company, which last year opened a brand store on Coast Highway in Newport Beach, is “committed to supporting artists, musicians and filmmakers who are producing inspiring works of art,” Chief Revenue Officer James Taylor said in an email. “The Newport Beach Film Festival is the perfect showcase for our own work of art, the Revero, to those who share our love of visually stunning design and have the confidence to stand out in a crowd.”
The city earmarked $150,000 to support the festival, and Pacific Sales, a division of Best Buy Co. Inc. in Richfield, Minn., picked up the presenting sponsorship for an undisclosed amount. The price had likely jumped since 2000, when celebrity sports agent Leigh Steinberg and his wife, Lucy, donated $50,000 for the sponsorship of the second festival.
Returning supporters include Tito’s Handmade Vodka and the Los Angeles Times.
“If we didn’t have sponsors, we wouldn’t have the film festival,” said Chief Executive Gregg Schwenk, who founded the event in 1999 along with Todd Quartararo. “To have their commitment and support of our community events means the world to us.”
The Venues
Longtime sponsor Irvine Co. added its Resort at Pelican Hill to the roster of venues that will host festival events. The developer’s Fashion Island mall in Newport Beach has been home to the opening gala since 2004, while the adjacent Fashion Island Hotel will welcome VIPs for the kickoff reception. The festival’s Saturday Night Centerpiece party will be at Newport Beach Country Club on April 28, while a sunset reception for filmmakers and visiting dignitaries is scheduled to be at Newport Beach Marriott Hotel & Spa. A closing night film and celebration will be on May 3 at Via Lido Plaza.
“This is the first time we are doing this many events for the festival,” Schwenk said. “Every night we have something going on.”
The LOT
Also, Fashion Island’s new luxury theater, The LOT, will open in time. The venue features a stand-alone restaurant with outdoor space, and its auditoriums are equipped with leather recliners and “top-of-the-line” audio and video technology. In-theater dining options, aside from the usual popcorn and soda, will include “fine wine, innovative cocktails and house-made desserts.”
The LOT, which has two locations in San Diego, will replace the Island Cinema, which closed in September.
Several films in the festival’s new culinary program will be screened at the venue, along with “a number of major world premiere films,” Schwenk said.
“We’re looking forward to partnering with The LOT and being part of the official kickoff of their first theater here in Orange County,” he said. “I think it’s going to be a wonderful addition to Fashion Island.”
The Trailer
An opening-night screening of “American Animals” will be at Edwards Big Newport. The British-American crime drama, written and directed by Bart Layton, is one of 350 films to be shown at the festival. Each will be preceded by “Quota: Who Made the Cut,” a promotional short developed by Costa Mesa-based Garage Team Mazda, the agency of record of Mazda Motor of America Inc. in Irvine. The sci-fi drama features two crystal miners who are competing to achieve their mining quotas and return home to Earth.
“We are honored that our concept was picked out of the eight submitted,” agency Creative Director Melissa Webber said in a statement. “The quality of storytelling at this festival is so high and our goal is to ensure the promotional material is as intriguing and creative.”
The agency, whose pro-bono festival effort includes print and digital communications, unseated RPA in Santa Monica, which had the contract for several years.
“The festival is renowned for its highly-anticipated marquee trailers, which challenge and capture people’s imaginations,” festival co-founder Quartararo said in a statement. “We believe the quality of our branding should be equal to the exceptional production and creative values our filmmakers bring to the festival. We set the bar high. [Garage Team Mazda and partner] Untitled.tv have done us proud.”
