From HP to MIT, Brand Films Fly High at Major Festivals | Muse by Clios

Brands including Dick's Sporting Goods, Starbucks, Chick-fil-A, REI, Northwell Health, AbbVie and The North Face are increasingly producing brand-funded films. Distribution remains the primary challenge rather than content creation. Traditional film festivals, more than 12,000 accredited worldwide, have emerged as viable outlets that accept brand-funded films and often pit them against independent and studio films. Festival screenings generate earned media reviews, influencer-driven word-of-mouth, and corporate accolades for executives and employees. Passion Point Collective reports over 300 festival screenings, including 50 at Academy Award-qualifying festivals, and 64 awards; The Big Idea series attained 17 selections and eight awards.

While industry pundits initially thought festivals would be too competitive and precious in their selection process, we have found that a great film will always break through, regardless of whether it was funded by a brand or a traditional Hollywood studio. A little-known fact is there are over 12,000 accredited film festivals across the globe, all of which accept brand-funded films. A few festivals have a separate brand category, such as Tribeca X;

but for the most part, such content will compete against traditional independent and studio films. In terms of metrics, Passion Point Collective, our boutique agency for brand films, has had over 300 film festival screenings, including 50 at Academy Award-qualifying festivals. All told, these films have won 64 awards. In fact, our MIT Solve film series, The Big Idea, was accepted into 17 festivals and won 8 film festival awards.

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