The Coca-Cola and Regal Films program provides students with hands-on experience managing all aspects of filmmaking such as developing scripts and storyboards, budgeting, managing and implementing the creative process, and handling the casting and production for the final film. The winning filmmakers get their short film shown in Regal theaters across the country and attend Cinemacon to meet other like-minded industry professionals. Coca-Cola and Regal teams select up to five finalists who each will receive $15,000 to produce a 35-second film. A Red Ribbon panel comprised of entertainment industry experts, as well as Coca-Cola, Regal and RED representatives chose the 2017 grand prize winner.
One of the biggest challenges is getting this incredible program to stand out among other film contests and industry events with major celebrities. Our role was to generate earned media coverage in trade, consumer, entertainment and local outlets about the 2017 Coca-Cola and Regal Films program winner, onsite at CinemaCon.
The strategy was to leverage existing events with built-in media presence, relevant for the nature of each event and keep the message fresh. We decided to announce the new Regal and Coca-Cola partnership for the film contest at the industry event Showeast, to help establish credibility for this program. Another event during the timeframe of the contest was the Sundance Film Festival. Rogers & Cowan secured a partnership with IndieWire to host an event together with RED during Sundance to highlight the executives involved in the program and to help meet other directors and celebrities who were interested to become part of the Red Ribbon Panel to judge the films.
For the first time, Coca-Cola and Regal showcased the Coca-Cola and Regal Films program at CinemaCon among exhibitors, entertainment industry executives, influencers/actors and press. The goal was to have the 2017 program finalists experience the excitement of what it is like to be a filmmaker during prominent CinemaCon activities including red carpets, press conferences, and meetings with prominent industry talent. R&C helped to secure a partnership with Focus Features to have the winners of the contest announced during their luncheon at Cinemacon.
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