Lexus and Weinstein Company form content partnership
Lexus has partnered with US movie studio The Weinstein Company to launch a series of short films demonstrating the car marque’s luxury lifestyle ethos.
The five films will premiere during the Cannes International Film Festival this weekend and have been created around a “life is amazing” theme.
The films in the series, created by filmmakers from across the globe, was jointly selected by Harvey Weinstein - whose film credits include The Others, Pulp Fiction and The Lord of The Rings: The Fellowship of the Ring - and The Weinstein Company’s COO David Glasser.
Lexus International executive vice president Tokuo Fukuichi says: “These films demonstrate how innovative, dynamic story-telling can challenge the imagination and reinforce that life is an amazing experience.”
Rival car maker Jaguar has also chosen film to bolster its appeal among consumers. Last month it announced its sponsorship of the Sundance Film and Music Festival as well as the creation of a short film created by Brooklyn Brothers and Ridley Scott Associates.