Backing Content Is The New Normal

Crooked Arrows is a new film about lacrosse due out in 2011.
Here’s the film’s hook:

A mixed-blood Native American, Joe Logan, eager to modernize his reservation, must first prove himself to his father, the traditionalist Tribal Chairman, by rediscovering his spirit. He is tasked with coaching the reservation’s high school lacrosse team which competes against the better equipped and better trained players of the elite Prep School League.

According to Ad Age, Reebok will be the exclusive sponsor of the film, which it will use the to promote its 9K product line of lacrosse equipment and apparel, along with its 10K lacrosse sticks.
The marketer’s early involvement has helped the film’s producers secure a bulk of their financing, and also guarantees distribution for a nationwide release of at least 250 theaters in 2011.
“Normally to raise money, you take a movie to festivals and pray someone picks it up for distribution,” said Jacques Vroom, president of movie-marketing firm Vroom3 and marketing director for “Crooked Arrows.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.