The new partnership between Jameson whiskey and Cinema Nouveau will ensure ongoing support for the growing alternative film market. The whiskey distillers' involvement, in line with its global cinema strategy, will include film festival support; the introduction of audience awards at festivals, as well as hosting invite only screenings of classic films amongst other activities.
The partnership will see Cinema Nouveau screened by Jameson introducing a new brand identity, with new décor in the foyer, new staff uniforms and signage at cinemas nationwide, as well as added value for the film industry and audiences.
Ster-Kinekor Marketing Executive, Odette van Wyk, says: "Ster-Kinekor is delighted with Jameson whiskey coming on board our grand Cinema Nouveau flagship. The Jameson whiskey brand signifies the sophistication and taste that ties in well with the Nouveau brand. We are especially delighted with the prospect of Jameson whiskey's support of our growing film festival culture, and foresee a fruitful relationship going forward."
Jameson whiskey has been known for over a decade of involvement in cinema, particularly in the field of short films and as a participant in European film festivals.
Apart from funding a number of emerging directors as part of the European Encounters Film Festival, they have been presenting Jameson Short Film Awards since 2001, with the aim of supporting filmmakers and enhancing the profile of the winning directors and their films.
Adriaan Eksteen, Jameson Marketing Director, says: "Jameson is involved in film and film-making on a global level. This is a natural extension of the work we do internationally. We find a lot of modern, discerning moviegoers amongst our consumers, so not only is this a sound marketing strategy, but also a meeting of likeminded personalities."
In South Africa Jameson whiskey will be hosting its audience awards for the fifth year at the Encounters South African International Documentary Festival, which runs in Johannesburg from Friday 5 August to Sunday 14 August.
Two Awards are presented by Jameson whiskey - one for the Best International Film and one for the Best South African Film.
