Movies, Brought to You by ... Illy's a Small Section of the World Marks a Growing Trend of Brand-Backed Documentary Films Featuring Little to No Marketing

By Castillo, Michelle | ADWEEK, November 17, 2014 | Go to article overview

Movies, Brought to You by ... Illy's a Small Section of the World Marks a Growing Trend of Brand-Backed Documentary Films Featuring Little to No Marketing


Castillo, Michelle, ADWEEK


In a remote Costa Rican village, a group of female entrepreneurs known as the Asomobi (Asociacion de Mujeres Organizadas de Biolley) has created a sustainable coffee production business.

Their inspirational story, told in the documentary A Small Section of the World, will debut in theaters in December, followed by a robust online and broadcast push distributed by FilmBuff, all brought to consumers by Italian coffee maker Illy.

Considering that it bears no branding (save for a shot of an Illy-sponsored conference and some scenes inside an Illy factory), the award-winning filmmakers don't want it to be labeled a "branded documentary." They believe in its merits regardless of how it was backed--so much so that they intend to submit it for consideration at the Academy Awards as well as advertising competitions like the Clio Awards and Cannes Lions.

"It really doesn't matter any longer if it's branded entertainment or entertainment," said Dominic Sandifer, Greenlight Media and Marketing president and co-executive producer. "What matters is if it's a great story."

Getting a documentary bankrolled is harder than ever. At the same time, documentaries are in vogue thanks to the growth of online video channels like Netflix and the increasing demand for premium video content on the Web, said Marc Schiller, CEO of event and film marketing firm Bond. And brands are realizing they don't need to plaster their logos on a film to get their company's positioning across.

"It's the purest form of content marketing," said Rebecca Lieb, Altimeter Group analyst.

A Small Section of the World's director, Leslie Chilcott, who received an Oscar for co-producing the Al Gore documentary An Inconvenient Truth, admitted she was skeptical at the outset. Illy explained it had tried for a year to find a filmmaker after its agronomist visited Asomobi, which provides coffee for Illy. After being assured that she would have final cut--the last approval on a movie--she came on board. …

The rest of this article is only available to active members of Questia

Already a member? Log in now.

Notes for this article

Add a new note
If you are trying to select text to create highlights or citations, remember that you must now click or tap on the first word, and then click or tap on the last word.
One moment ...
Default project is now your active project.
Project items
Notes
Cite this article

Cited article

Style
Citations are available only to our active members.
Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

(Einhorn, 1992, p. 25)

(Einhorn 25)

(Einhorn 25)

1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

Note: primary sources have slightly different requirements for citation. Please see these guidelines for more information.

Cited article

Movies, Brought to You by ... Illy's a Small Section of the World Marks a Growing Trend of Brand-Backed Documentary Films Featuring Little to No Marketing
Settings

Settings

Typeface
Text size Smaller Larger Reset View mode
Search within

Search within this article

Look up

Look up a word

  • Dictionary
  • Thesaurus
Please submit a word or phrase above.
Print this page

Print this page

Why can't I print more than one page at a time?

Help
Full screen
Items saved from this article
  • Highlights & Notes
  • Citations
Some of your highlights are legacy items.

Highlights saved before July 30, 2012 will not be displayed on their respective source pages.

You can easily re-create the highlights by opening the book page or article, selecting the text, and clicking “Highlight.”

matching results for page

    Questia reader help

    How to highlight and cite specific passages

    1. Click or tap the first word you want to select.
    2. Click or tap the last word you want to select, and you’ll see everything in between get selected.
    3. You’ll then get a menu of options like creating a highlight or a citation from that passage of text.

    OK, got it!

    Cited passage

    Style
    Citations are available only to our active members.
    Buy instant access to cite pages or passages in MLA 8, MLA 7, APA and Chicago citation styles.

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn, 1992, p. 25).

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences." (Einhorn 25)

    "Portraying himself as an honest, ordinary person helped Lincoln identify with his audiences."1

    1. Lois J. Einhorn, Abraham Lincoln, the Orator: Penetrating the Lincoln Legend (Westport, CT: Greenwood Press, 1992), 25, http://www.questia.com/read/27419298.

    Cited passage

    Thanks for trying Questia!

    Please continue trying out our research tools, but please note, full functionality is available only to our active members.

    Your work will be lost once you leave this Web page.

    Buy instant access to save your work.

    Already a member? Log in now.

    Search by... Author
    Show... All Results Primary Sources Peer-reviewed

    Oops!

    An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.