LOS ANGELES (AdAge.com by Andrew Hampp) — With increased frequency, brands have been called on to help curb production costs, share the marketing responsibilities and even tell the stories of some of the biggest studio movies of recent years, including the “Transformers” franchise, “G.I. Joe” and “Up in the Air.” But for independent films, it’s a much more difficult task to attract name brands without the ability to pair them with A-list talent or a top-tier studio.
“Crooked Arrows,” a sports film set in the world of lacrosse that goes into production this spring, will try to help change that. The independent movie, produced by J. Todd Harris (“Jeepers Creepers”), Mitchell Peck (the upcoming “Priest”) and Adam Leff (“Valentino: The Last Emperor”), will feature a major integrated sponsorship from Reebok, which will use the film to promote its 9K product line of lacrosse equipment and apparel, along with its 10K lacrosse sticks. The film’s producers secured a bulk of their financing and guaranteed distribution for a nationwide release of at least 250 theaters in 2011, which assured Reebok their sponsorship would be seen.
“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.” “With independent movies, the reality is these deals are rare, but a little money in return for product placement leaves a lot of opportunity for the film and where it can be seen.”
The next ‘Mighty Ducks’?
Talks with Reebok began almost a year ago, when Mr. Vroom and the producers met with Chad Whitman, head of Reebok’s lacrosse division. Since “Crooked Arrows” would be the first major-motion picture to focus exclusively on the sport of lacrosse, Reebok had an opportunity to achieve a branding moment on par with Easton Sports’ famed integration into “The Mighty Ducks.”
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