Patagonia
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Distributing the Cause of Dam Removal: Patagonia’s Push for DamNation
Arriving in theaters this weekend following its SXSW premiere is DamNation, Ben Knight and Travis Rummel’s ecological advocacy documentary supporting the removal of obsolete dams. Funded and distributed by Patagonia — and the winner of SXSW’s Documentary Spotlight Audience Award — DamNation and its release are a study, says Sub-Genre’s Brian Newman, in “how a brand can use film to create impact.” Newman is the film’s marketing and distribution consultant, and along with the company and other partners he’s implementing an innovative campaign employing Patagonia’s customer base, collapsed release windows, partnerships with affinity groups and the old-fashioned hustling of DVDs. […]
by Scott Macaulay on May 10, 2014
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