LOS ANGELES: IndieVest, a year-old independent film financing and production company, is working to build its brand while also promoting its first film, Saint John of Las Vegas. The film will be released in 2009, and the company partnered with Variety for a series of screenings of Oscar contender films in New York and Los Angeles over the last three months.*
"Essentially, we utilize the screenings for a bit of brand awareness within the industry, to be able to let people know that there is a new studio financer and distributor in town," said Wade Bradley, founder and CEO of IndieVest. "For the next two years, [the PR goal is to build] brand awareness and be directly in front of individuals."
IndieVest has a target audience of high net-worth individuals who are interested in financing films and the company also guarantees theatrical distribution of its films. The screenings were a way to introduce its members and prospective members to the entertainment industry and to promote Saint John of Las Vegas, which stars Sarah Silverman and Steve Buscemi.
Bradley also noted that the current economic state could be a challenge for the company, but that its status as an alternative investment is an added bonus.
"People realize that in these environments entertainment actually outperforms significantly, because of the escapism factor," he said.
IndieVest also uses publishing partnerships to reach its members, including one with luxury lifestyle publisher Modern Luxury Media, to reach out to its target.
Public NYC has handled corporate PR for IndieVest since the summer of 2007 and helped with the screenings. IndieVest Pictures, the production company, also works with BWR Public Relations, a subsidiary of Ogilvy PR Worldwide.
*CORRECTION: A previous version of this article stated that Saint John of Las Vegas would compete at Sundance, but editing of the film was not completed in time to submit it. The article also stated that the IndieVest and Variety screenings were of the film Saint John of Las Vegas, which was incorrect. We regret the errors.