The Newport Beach Film Festival, scheduled for April 23 to 30, has secured a roster of new high-end sponsors, including Orange County BMW dealerships and Remy Cointreau.
Returning supporters are Fashion Island in Newport Beach, the Los Angeles Times, Regal Entertainment Group, beverage makers Tito’s Handmade Vodka and Stella Artois, and Screen International and Variety magazines—the latter of which will showcase 10 major cinematographers from around the world at a private party at South Coast Plaza in Costa Mesa.
Designer Ted Baker is supporting the U.K.’s three-film showcase and will hold a fashion show during the festival.
Esquire Magazine, the festival’s media partner for the past seven years, will host more than 3,000 guests at the opening night gala and “celebrate” “The Water Diviner,” actor Russell Crowe’s directorial debut.
The sponsorships, both cash and services, are valued “in the millions,” according to festival cofounder and Chief Executive Gregg Schwenk.
Too Far?
Taco Bell Corp.’s new breakfast marketing campaign took jabs—yet again—at competitor McDonald’s Corp., but the company may have gone a tad overboard.
The Irvine-based fast-food chain’s three-minute commercial, created by Deutsch LA, refers to McDonald’s as “Routine Republic,” a communist society where residents stand in line to receive a parched sandwich. That’s until two young people decide to break free, chased by soldiers with clown faces. They escape through a hole in a Berlin-like wall to get to a colorful world where folks are enjoying new Taco Bell breakfast items.
The campaign was generally praised by major media outlets; the extra dose of antagonism was noted in the ad industry.
“The frivolous McDespot comparison is also perhaps a touch insensitive, given, you know, the mass killings and other atrocities that marked the Stalinist and Maoist regimes,” Adweek said.
Ad Age was more subtle, calling it the “most unusual breakfast campaign ever.”
Taco Bell entered the breakfast category marketing wars last year by poking fun at McDonald’s mascot Ronald McDonald.
Skate Brands in Films
Transworld Snowboarding, owned by TEN: Action/Outdoor Group in San Clemente, said it’s working on “Origins,” a film shot at “five locations with five different crews from around the world, showcasing how a place shapes style.”
The production is supported by more than a dozen snowboarding-related brands, including Cypress-based Vans Inc., Volcom Inc. in Costa Mesa, and Foothill Ranch-based Oakley Inc.
“Origins” will debut in September, while Vans’ first full-length skate film, “Propeller,” will come out in May.
“Propeller” was directed by Greg Hunt and “presents a sweeping snapshot of modern skateboarding.” It will feature Vans team riders, such as Andrew Allen; Geoff Rowley; Steve Caballero; Dustin Dollin; Chris Pfanner; Elijah Berle; Pedro Barros; Daniel Lutheran; Curren Caples; Gilbert Crockett; Christian Hosoi; Kyle Walker; Anthony Van Engelen; Jason Dill; Omar Hassan; Tony Trujillo; Rowan Zorilla; Chima Ferguson; Jeff Grosso; Ray Barbee; John Cardiel; and Tony Alva.
Bits and Pieces
Now It Counts, a digital magazine for audiences ages 50 and older, has redesigned its website, according to Editor-in-Chief Richard Pérez-Feria. Laguna Beach-based ePath Media is the publisher. … SmartBug Media in Irvine hired Rachel Goodman Moore as a senior inbound marketing consultant and team leader.
