All Access: Front Row. Backstage. Live! Presented by Certs
April 1, 2000
 Certs Gets Access With Imax In 2001 Sponsorship
Warner-Lambert's Certs breath mints has taken prime sponsorship for Ideal Entertainment's All Access, a rock-and-roll film destined for Imax theater distribution in February 2001. Carlos Santana, George Clinton, Sting, B.B. King, Mary J. Blige, Kid Rock and other stars are featured in the hourlong film, reports Michelle Hagen, VP Worldwide Film Marketing for Imax.
The picture, which coincidentally features a number of musicians who won awards at the Grammys this past February, is opening day and date with the 2001 Grammy Awards to be broadcast next February, reports Diane Salerno, President of Salerno & Associates, who represents Imax in the deal. In her sponsor search, Salerno consulted with Alyse Kobin, President of Kobin Enterprises (phone: 212-979-9200, x12).
"We discussed the common demographic of the film and various potential partners," Salerno tells EML. "Not only does the target audience match, but Certs fits the image of the film and is already well known," says Kobin. Imax appeals to parents and kids, and the thrust of this film will appeal to the younger target, a fact that satisfies Certs' marketers.
"This allows Certs to leverage off of the music and emotionally connect with our target consumers," according to Joanna Ross, Associate Product Manager at Warner-Lambert .
Imax's Hagen agrees that the content of the film expands the typical Imax audience base. "Imax takes audiences to places they cannot get on their own," she says, "and this is like a backstage pass." The film will be released initially in about 60 theaters in 40 markets, Hagen reports.
One year is appropriate lead time in order to build detailed promotions and properly implement them, Kobin says, and Warner Lambert will be creating an integrated program of national and regional ads, instore displays and promotions, according to Maria Ciranni, Assistant Promotion Manager.
A soundtrack and other ancillary products are also in development, Salerno says, but it is unclear if Certs will tie-in to those elements as well.
April, 2000
Campaign trail
Certs goes the solo route as sponsor of All Access, a behind-the-scenes concert movie from large-screen film distributor Imax Corp. and producer Ideal Entertainment. Set for a February 2001 release, the film will feature performances from Carlos Santana, Sting, B.B. King, Sheryl Crow, Kid Rock, and a host of others. It's the second time Mississauga, Ontario-based Imax has gone the concert movie route (after a 1991 effort successfully made the Rolling Stones even larger-than-life), but the first time it has enlisted a packaged goods maker to assist with marketing. Imax plans to seek similar partnerships as it expands the distribution network (All Access should play in about 60 U.S theaters) and develops properties with more commercial appeal than its standard documentary-ish fare.
"We're certainly ripe for the kind of marketing relationships that traditional Hollywood films have," says Imax vp-worldwide film marketing Michelle Hagen. While distribution and ticket sales might not equal typical theatrical releases, Imax films make up for those shortcomings because their runs are "at least six months long. Actually, they never die," because of constant revivals that will only increase as more theaters enter the network, she says.
Certs, which signed a five-year agreement for North American sponsorship rights (overseas rights were pending at press time), will support with national and regional advertising, P-O-P, and as-yet unannounced promotional overlays. Kobin Enterprises, New York City, brokered the deal for Certs; Salerno & Associates, Los Angeles, handled for Imax.
March 24, 2000
TO THE MAX
During most of Grammy week, Rob Thomas of Matchbox 20 didn't get much sleep. He sang "Smooth" with Carlos Santana at the pre-Grammy Arista gala, followed by their joint appearance on the Grammy telecast itself, with no shortage of parties to keep his midnight oil burning. But as he prepared to go inside L.A's Grand Olympic Auditorium to film a live version of "Smooth" with Santana for a large-format concert movie, Thomas pointed out that he got plenty of rest the night before, "because each on of my pores will be a f-in' inch."
He has reason for concern: The concert film in question, All Access, is being prepared for IMAX screens. In the multi-artist movie, music fans will get an eye-boggling and -in 5.1 Surround - ear-bending dose of Sting, Sheryl Crow, Macy Gray, Kid Rock, and Moby. They'll also see pairings of veterans with younger artists, a la Santana/Thomas (B.B. King with Phish's Trey Anastasio and Roots; George Clinton and Mary J. Blige).
With this intergenerational concept and large format, the producers of All Access - due next February - hope to bring spark to garden-variety concert flicks, the likes of which haven't graced regular theaters since 1988's $8.6 million-grossing U2: Rattle & Hum. "Concert films haven't been breaking the bank," says Ideal Entertainment's Jon Shapiro, who's producing with his brother Peter. "But the scope of this film makes it a much different experience. Because the screen is so big, you'll have the opportunity to look at different parts of the performances each time."
Even though the film isn't finished, the Shapiros are already talking sequel. They've booked the Grand Olympic for Grammy week next year to shoot All Access Encore. Smooth move.
March 19, 2001
THE BIZ By David Finnigan
All About the Bandwith
The IMAX theaters are working with Bloomingdale's and Certs to promote the April 6 opening of the IMAX concert film All Access: Front Row, Backstage, LIVE!
Bloomingdale's stores in Los Angeles, Chicago, New York and Miami will have "All Access Nights" this Thursday, with private shopping, gifts with purchase (good for men's and cosmetics departments) and door prizes, such as screening passes and a few Fender guitars. Support includes posters and bag stuffers and video walls at Bloomies, plus samples by Certs, the film's U.S. sponsor, said Imax vice president of worldwide film marketing Michelle Hagen. Brokering the partnerships was Kobin Enterprises, New York
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