Emily Tan
Jan 10, 2013

Why Intel funded short films with W Hotels and Roman Coppola

Sometimes diverse brands desire the same audience. In the case of Intel and W Hotel's film collaboration Four Stories, both brands wanted to reach out to film's next generation of innovators.

Intel's Ultrabook Experience is an ongoing campaign that collaborates with other innovative brands, emerging and established artists, designers and entertainers in ways that showcase Intel's Ultrabook devices being "used to do extraordinary things", explained Jayant Murty, director of brand strategy, integrated and partner marketing at Intel. 

In this collaboration with W Hotels, Starwood Hotel's design-led lifestyle hotel brand, Four Stories invited script submissions from aspiring filmmakers around the world. Four were selected and developed in 10-minute short films by Roman Coppola and his production company, The Director's Bureau. 

The guidelines for script submissions stated that the movies must be filmed on location at W Hotels across the globe and feature the Intel-inspired Ultrabook. 

The contest drew nearly 1,000 script submissions and the four winning films have been premiered around the world. On YouTube most of the movies have drawn more than 2 million views, with Eugene reaching 3 million. Least popular is The Mirror Between Us with fewer than 500,000 views. 

"The Intel and the W Hotels Four Stories collaboration is about developing the next generation of innovative filmmaking and engaging audiences by creating visually stunning stories," Murty said.  "For Intel, Four Stories is an opportunity to showcase how the Ultrabook can inspire innovative filmmaking and storytelling and further mesh creative art with technology."

So far the results have been "exciting" for both brands, and Intel and W Hotels are interested in "fuelling the next generation of independent filmmakers."

Source:
Campaign Asia

Related Articles

Just Published

4 hours ago

PR Awards Asia-Pacific 2025: Winners announced

The PR Awards Asia-Pacific celebrated its 24th edition with a lively ceremony in Hong Kong. Check out the complete list of winners here.

12 hours ago

How AIA is changing behavior through communication

AIA Group CMO Stuart Spencer discusses how the insurer is changing perceptions about what it means to be healthy, and about its own industry in the process.

14 hours ago

2025 Cannes Contenders: Bear Meets Eagle On Fire’s ...

The Aussie studio's creative directors Cass Jam and Mark Carbone reveal their top campaigns that combine wit, practicality, and cinematic flair ahead of Cannes Lions 2025.

14 hours ago

A new agency business model for the post-gen AI ...

In this sequel to his analysis of gen AI's impact on agency business models, marketing consultant Andreas Moelmann suggests agency profitability lies in creative consulting.