Indie film attracts an upscale market
Posted on Thursday March 11, 2004
Filed under
Theatrical
It's no big secret -- "art-house" film has always drawn an upscale crowd. I haven't seen any study in particular, but my guess would be that the typical indie film-goer is college educated with a sizable disposable income, similar to museum or theater-goers. Both Gen-Art and Sundance have crafted an impressive luxury-driven sponsor base over the years, and the joint effort by Lexus and The New Yorker magazine drives the notion home without much subtlety:
Lexus, the No. 1-selling luxury automotive manufacturer and The New Yorker magazine team up in a partnership to bring five cinematic events to five major cities across the U.S. Beginning in March 2004, invited guests in New York City, Los Angeles, Chicago, Miami and Boston will enjoy an exclusive evening of cocktails, hors d'oeuvres and an advance screening of a film feature -- courtesy of Lexus and The New Yorker.
"Lexus is excited to be partnering with a brand like The New Yorker," says Mike Wells, vice president of marketing for Lexus. "This event allows us to offer New Yorker subscribers an entertaining evening in a relaxed environment."
In March and April 2004, 200-270 guests in the five major U.S. metropolises will enjoy an exclusive opportunity to see up-and-coming cinematic features while experiencing the latest luxury Lexus has to offer, highlighting the 2004 LS 430. With a cocktail reception before each screening, the ambiance will be set for guests to mingle with other guests as well as interact with the luxury of the Lexus brand.
I'm not familiar with all of the announced titles, but I bet a bit of legwork would show that comparable titles did fairly well in upscale metropolitan areas.
Related Links:
Lexus Partners with The New Yorker Magazine (PR Newswire)
Eternal Sunshine of the Spotless Mind (Focus Features)
Eulogy (Lion's Gate)
Long Life, Happiness and Prosperity (Film Movement)
Bright Young Things (THINKfilm)
