The blended Scotch brand Cutty Sark has just revealed a partnership with The Centre for the Moving Image (CMI), which will include a variety of activity at the Edinburgh International Film Festival (EIFF) in June. The festival will take place at venues around the city from 15th-26th June and features over 100 screenings and events.
As part of the event Cutty Sark will run a competition to challenge emerging filmmakers to create short films around a particular theme. There will then be activities throughout the year to support these filmmakers and the winners will have the opportunity to publicly screen their work as part of the 2012 EIFF program. The brand will also be supporting a ‘bike driven mobile cinema’. What exactly that looks like remains to be seen.
Jason Craig (Global Brand Controller, Cutty Sark Blended Scotch Whisky) said: “With their vision to re-invent film festivals we are delighted to be partnering with such a pioneering and forward thinking organisation as the Edinburgh International Film Festival. This partnership will bring to life the spirit of adventure that our brand represents. We look forward to a long and mutually beneficial partnership with the CMI and EIFF team.”
Cutty Sark is not the only whisky to explore cinematic partnerships. Jameson Irish Whiskey, for example, have been associated with films and cinema for over 10 years (see here for the film section of the brand’s site).