Yahoo Explains Sundance Partnership & Rebranding Effort (9:38)

Posted on by Abby Johnson |

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Yahoo is partnering with the Sundance Film Festival, which runs January 19- 29, in order to bring the event to a mass audience. WebProNews spoke with Sean Phillips, the Yahoo Head of Movies and Kids, who told us that the partnership was similar to the approach the company took with the premiere of The Twilight Saga: Breaking Dawn – Part 1.

During the festival, Yahoo will showcase 11-12 short films on Yahoo Screen. In addition, it will be giving an Yahoo Audience Award, which will give the audience the opportunity to interact and have a voice. Furthermore, Yahoo’s omg! NOW program will include exclusive on-site coverage of the festival.

Phillips told us that the partnership was a further effort from Ross Levinsohn, the EVP of the Americas at Yahoo, to rebrand the Yahoo as a media company. He went on to say that “it was a dawn of a new time” and that it brings the company “completely together.”

Phillips also said that we should expect more partnerships from Yahoo going forward in 2012.

Posted in: Digital Media, News and Events, Yahoo Interviews
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