IFC and Sundance Channel have poured a sponsorship deal with Absolut Vodka to be the exclusive sponsor of the networks' 'Gay Pride' month programming.
The agreement, terms of which were not disclosed, covers a multiplatform short-form series, as well as programming on each of the Rainbow Media services.
The campaign's centerpiece of is a short-form series, produced exclusively for Absolut by IFC and Sundance Channel, called I'm Coming Out. The series consists of four one-minute vignettes that highlight the pride, strength and courage behind "coming out" stories, including filmmaker Lee Daniels. The vignettes will air across both networks and will also be available online at IFC.com and Sundancechannel.com. In addition, custom Absolut-branded tags, such as "Closets are for Clothes" will air during the special programming.
On IFC, Absolut sponsors "Friday Night Out at the Movies," a double feature movie block every Friday in June. Titles include The Opposite Of Sex, and original documentary, Fabulous! The Story of Queer Cinema, which explores the emergence of gay and lesbian cinema from the experimental films of the 1940s and 1950s to the AIDS-themed films of the 1980s, the "New Queer Cinema" of the 1990s, and the cutting-edge filmmakers of today.
On Sundance Channel, Absolut is the presenting sponsor of the network's "Doc Day" -- its Monday block of documentaries and series from noon to midnight, highlighted by a premiere at 9 p.m. Additionally, the vodka brand will be attached to IFC's Saturday night double feature, showcasing two films with gay pride themes, beginning at 10pm.
"Absolut is a trusted brand that has long supported initiatives in the lesbian, gay, bi-sexual and transgender community, and we are proud to make them our very first on-air presenting sponsor of our ‘Pride Month' programming across both channels," said Kim Gabelmann, senior vice president, branded entertainment and partnerships, in a statement. "This partnership also illustrates the ability of IFC and Sundance Channel to do custom, creative integrations that highlight our partners* brand values."
Noted Absolut Vodka brand director Ian Crystal: "For us, pride month is every month, so we*re especially pleased when we are able to partner with such forward-thinking partners as IFC and Sundance to really make Pride a showcase. Absolut has been a pioneer in the community for many years and we certainly appreciate being able to show our true colors with such great networks."
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