Partnership Leverages IFC Media Lab Filmmaker Community to Launch New "Media Lab Studios" Venture
Initiative Bolsters IFC's Original Online Programming Slate
New York, NY – January 22, 2008 – IFC announced today it has joined forces with Red Bull Energy Drink® to develop a new original, scripted web series for IFC.com. IFC and Red Bull will develop the series by leveraging IFC's Media Lab (medialab.ifc.com), an online destination for independent film, by tapping into its vibrant community of filmmakers through a call-to-action campaign for pilot submissions. The selected pilot will go into production as a complete online series for IFC.com in 2008 and will be complemented by an on-air and online series of "making of" interstitials, in which IFC will document the web series development process. The premiere of the new web series will officially launch Media Lab Studios, IFC's new independent film studio focusing on web and on-air content, development and financing. The launch of Media Lab Studios and the new web series' premiere will both be co-produced and presented by Red Bull.
The web series development, along with the creation of the Media Lab Studios, bolsters IFC's online programming initiative of creating exclusive, original content for its website, and builds on the recent success and momentum generated by the hit series Trapped in the Closet and Season One of The Whitest Kids U' Know on IFC.com.
Today's announcement marks the third partnership between IFC and Red Bull, which is a part of the network's growing list of returning sponsorship partners, including Acura, Heineken, and Target, among others. IFC first teamed with Red Bull in April 2006 to create three short documentaries about indie filmmakers who make action sports films, and again in January 2007 to produce a strand of documentaries about the passionate filmmakers behind the cameras at the "2006 Red Bull Ride to the Hills" freestyle motocross event.
"We're extremely excited to partner with Red Bull once again to not only present their brand in an engaging and non-traditional way, but also to provide a platform to a deserving independent filmmaker," said Alan Klein, SVP of Integrated Partnerships for IFC. "With a new web series and the launch of Media Lab Studios, we are creating content that will strategically integrate Red Bull while remaining true to the independent spirit and culture that IFC represents and the audience it attracts."
"We're proud to be one of the first networks to tap the power of undiscovered filmmakers through our Media Lab program and we're especially pleased to give this online destination a fresh, new and competitive edge," said Craig Parks, VP of Branded Entertainment for IFC. "At a time when user-generated content is developing and maturing, IFC will now give back to this community of untapped talent and provide them with 'real world' filmmaking opportunities and invaluable industry experience."
IFC and Red Bull's joint effort will give one up-and-coming amateur filmmaker the opportunity to partner with a yet-to-be-named industry-recognized production company to create a complete web series. The new series will mark the launch of and first production from Media Lab Studios, an extension of IFC's Media Lab, which offers filmmakers a destination for posting their independent films online. With the mission to identify and finance great content by the best and brightest filmmakers, Media Lab Studios will offer a multiplatform distribution network to filmmakers, leveraging the IFC channel, IFC.com, Media Lab, and a host of TV network and web affiliates.
The new web series development process will roll out over three stages:
IFC & RED BULL's "CALL-TO-ACTION"
Beginning in January 2008, IFC and Red Bull will open Media Lab Studios for business with a "call-to-action" to Media Lab's community of filmmakers for the best web series pilots based on the concept of "After Hours." Filmmakers will be asked to submit 4-minute videos or trailers that explore what happens when the rest of the world goes to sleep, and a new set of rules, attitudes, and possibilities open up. The first phase of this initiative will be supported with on-air and online promotions as well as a dedicated micro-site at www.ifc.com/medialab.
PILOT ENTERS PRODUCTION
In March 2008, IFC and Red Bull will determine which pilot to greenlight for a full web series production of six to eight episodes, based on several criteria including originality, writing, directing, editing, production value, and more. The selected filmmaker will embark on a one-of-a-kind experience as he/she is paired with an industry-leading production company which will help the filmmaker realize their vision. Acting as a creative lead, the production company will help fulfill the director's demands, but also serve as a true mentor, polishing the filmmaker's talents through professional consultation and guidance.
An interstitial "making of" mini-documentary series following the filmmaker's progress will roll out weekly on-air and on IFC.com's Media Lab website. IFC will capture each step of the filmmaker's experience, from script development, casting, and location scouting to set design, cinematography and editing. As a companion piece to the interstitial series, the filmmaker will share their experience through dedicated editorial and video blogs at IFC.com. IFC will also promote the premiere of the "making of" interstitials, as well as the upcoming web series, both on-air and online.
WEB SERIES PREMIERE ON IFC.COM
IFC will debut the full web series during the summer of 2008 on IFC.com and RedBull.com, with extensive on-air promotion. In addition to the new web series, IFC.com will feature extensive content, including runner-up pilot submissions, as well as outtakes and never-before-seen footage from the "making of" interstitials.
About IFC
IFC is the only brand to operate in every area of independent film to include television, production, financing, distribution, digital, On Demand and exhibition. IFC uses its unique cross-platform position to broaden the audience of independent film and to provide independent filmmakers with a strong voice. IFC is comprised of: The Independent Film Channel, the first and most widely distributed network dedicated to independent culture, 24 hours a day, uncut, and uncensored; and IFC Entertainment, a division that owns and manages IFC Films, a theatrical feature film distribution company; IFC First Take/IFC in Theaters, a day and date theatrical feature film/VOD initiative; the IFC Center in New York City; IFC Productions, a feature film production company; and IFC Entertainment, which owns and operates a film library.