Channel 4 has won an extra pounds 2 million in sponsorship from
Stella Artois, this time for FilmFour.
The Whitbread Beer Company brand will advertise on the pay-per-view
digital channel for the first time, sponsoring a major film season each
FilmFear, a season of cult horror films, will be the first to run.
Channel 4 has devised a number of advertiser-funded, pop-up programmes
for the sponsorship. These will be aired directly before the screening
of major films on the digital channel.
The mini-programme segments will provide the viewer with facts, trivia,
celebrity gossip and general information about each film.
The beer brand will continue to sponsor Channel 4’s primetime films and
its late-night seasons, as well as the Sunday-night independent film
slot, FilmFour Presents on Channel Four.
The Sunday-night film schedule has been developed specifically to pull
in a young audience that is looking for an alternative to mainstream
Hollywood fare. Some of the movies included in the season’s schedule are
Educating Rita, Casino and The Craft.
The deal was negotiated by Mel Briggs, sponsorship account manager at
Channel 4, and Tracy Darwen, head of Starcom Motive’s non-advertising
division 360, on behalf of the Whitbread Beer Company.
Stella Artois first sponsored Channel 4’s Cinema Extreme season in July
1997 and extended the deal to include all non-FilmFour-produced movies
in May 1998. Stella-sponsored films have included The Usual Suspects,
Muriel’s Wedding and Full Metal Jacket.
Briggs commented: ’Stella Artois’s sponsorship has been extremely
Its decision to extend the agreement and become the primary sponsor on
FilmFour is a fantastic endorsement of the channel’s ability to reach
young, upbeat viewers.’