FOR IMMEDIATE RELEASE:


CONTACT:
Stephen Mitchell
Cine Paris
(818) 523-7307 (phone)
(818) 379-9928 (FAX)
sm@...
www.cineparis.net

Filmmaker proposes curriculum to marry art and advertising.

Los Angeles, California, September 15, 2005

Stephen Mitchell has authored a writing curriculum for the creation
of brand integrated concepts suitable for feature films, television
programming and alternate media, including game content. The purpose
of the course is to create a pool of talent capable of generating
entertainment/advertising vehicles on demand in response to the
changing dynamics of the advertising world. The name of the course
is Branded Alliance.

This is the first writing workshop to address the concept of branded
entertainment. Students are instructed in the art of blending story
content and corporate message in a manner that is seamless. "Frank
Lloyd Wright said form and function should be one, joined in a
spiritual union. That's a very good description of what branded
entertainment should be," according to Mitchell.
Stephen's first foray into the world of brand integration occurred
in 1985 with the creation of the innovative and critically acclaimed
cable TV series (Interview). "I wanted to sell a product that nobody
wanted to a public that had an aversion to buying. It was important
to me that the show, which was actually a 28-minute commercial, be
perceived as entertainment and not as a product pitch. Furthermore,
it was imperative that, in purchasing the product, the buyer was
made to feel part of a select group of cognoscenti." (Interview)
fulfilled its mandate (See:http://www.cineparis.net/ints/int.html).
The course will stress a conceptual and innovative approach to the
subject of brand integration. "Unlike product placement, which can
be done by the numbers, there is no single definition of branded
entertainment," Mitchell says. "It also forces us to
redefine `product', for it can be a label, an idea, a city or
anything else that that has the backing of corporate partner."
End