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EVENT REPORT

Branding in Tribeca Lounges: Bold to Barely-There

Sponsors hopping on the Tribeca Film Festival bandwagon adopted different strategies for getting attention in a logo-filled landscape.

Target hired David Stark to design the inaugural Target-Tribeca Filmmaker Lounge.

Photo: Courtesy of Susan Montagna

With all sorts of so-called “influentials” floating around town for the duration of the Tribeca Film Festival, plenty of brands wanted to get on these cinephiles’ radars, and offering a place to take a load off or have a drink remains one way to capture people’s attention. Lounges and parties sponsored either by a single brand or by a conglomeration of them popped up during the fest, and a handful of old faithfuls came back to Tribeca to court eyeballs and awareness.

Target surrounded guests with bold, brand-inspired decor, while companies such as Cadillac opted to host gatherings in several Manhattan clubs, favoring a more subdued brand presence (aside from one big car in front of each event). ASCAP returned for the third year with its music lounge, a showcase of artists over the course of four days, and the lounge of the now-defunct Premiere magazine was reinvented this year by Livestyle Entertainment as the Film Lounge, where multiple brands collectively hosted parties and press conferences both day and night.

Mimi O’Connor

Images: Courtesy of Susan Montagna (Target room shots), Sara J. Weiss, the Film Lounge (the Film Lounge party), Scott Gries/Getty Images for Tribeca Film Festival (ASCAP Music Lounge Yerba Buena), Brad Barket/Getty Images for Tribeca Film Festival (ASCAP Donovan), BizBash (all others)