EXCLUSIVE: In a novel partnership, DirecTV and the Tribeca Festival have launched a streaming hub for films, talks and behind-the-scenes content.
The hub and accompanying FAST channel Tribeca Festival+ are available to DirecTV satellite and internet bundle subscribers as well as via the company’s MyFree DirecTV offering. MyFree DirecTV includes 110 FAST channels at no charge and with no subscription commitment.
The new initiative comes during the runup to the 24th annual edition, which will run from June 5 to 15 in New York. It’s the first major programming and marketing team-up for DirecTV since it launched its free FAST outlet last fall.
Feature films presented on the hub will include “a handpicked selection of bold, independent feature films from emerging voices and acclaimed directors,” the companies said in a statement. DirecTV will premiere new films acquired by Tribeca’s commercial distribution label, Tribeca Films, throughout the year. The shingle debuted last year, with the involvement of Giant Pictures and the goal of offering support to festival titles navigating a challenging specialty marketplace.
Shorts, including official festival selections, will also be included on the hub, as will Tribeca Talks, which had previously only been available to live audiences in New York. A selection of talks from the past two-plus decades will be in rotation on the hub.
Along with the streaming hub, DirecTV has signed on as a festival sponsor and presenter of the Tribeca Studio. Based at the fest’s home, Spring Studios, the studio will feature interviews with filmmakers and stars. Material from those interviews as well as red carpet interactions will be included on the streaming hub. Both DirecTV and Tribeca will be marketing the new streaming hub onsite during the festival.
“Tribeca is synonymous with creative expression and entertainment, and we’re thrilled to extend this legendary New York City experience directly to all DirecTV customers while attracting new ones,” said Amy Leifer, chief advertising sales officer at DirecTV. “Movies are consistently one of the top entertainment options that consumers seek across all of DirecTV’s platforms, and this is a compelling new way for advertisers to connect with these highly-engaged, film fans as they tune in to see where culture is headed next.”
The hub will combine ad-supported on-demand titles with the 24/7 FAST channel, giving viewers different routes to the programming.
“We’re proud to amplify the unique creative voices Tribeca continues to discover, while delivering a new opportunity for more people across more screens to connect with this extraordinary festival,” said Vikash Sharma, head of product at DirecTV. “We’re harnessing the excitement around this year’s festival to create a rich Tribeca turnstile with the power to transport consumers into Tribeca Festivals past and present, while also discovering new aspects to our DirecTV service they may have yet to experience.”
The companies cited a recent study from the Harvard Kennedy School, “U.S. Independent Film Audience and Landscape Study,” which estimated that 36.7 million Americans currently watch independent films. While the audience is large in the aggregate, the study also points out the growing challenge facing viewers trying to find films in an increasingly fragmented streaming landscape.
“Independent film has never been more vital – or more at risk of being overlooked. Tribeca was founded to champion bold storytellers, and this partnership with DirecTV gives them the platform they deserve,” said Tribeca co-founder and CEO Jane Rosenthal. “The Tribeca Festival Hub helps audiences discover the daring, original work that defines independent film—and reminds us why these stories matter.”