Coors will now be the official sponsor of the Walt Disney-owned filmmaker's expensive premiere events, as well as gaining product placements in at least five Miramax films a year.
Coors' logo will be displayed prominently along the red carpet that celebrities walk down at the entrance to the premiere nights and paparazzi shots of the films' stars will also feature the beer brand.
The deal, signed for an undisclosed sum, goes a step further than other film sponsorship deals because it bars Coors' competitors from appearing in Miramax films. If Coors or a filmmaker does not want to have the beer brand in a film for any reason, a made-up brand will be substituted instead of another real one.
Coors will also get 15 non-speaking walk-on parts in Miramax movies, which it can give away to whoever it wants. Miramax, in turn, will be able to promote its films on Coors packaging or in-store advertising. Miramax is behind films such as 'Jay and Silent Bob Strike Back' and the Oscar-winning 'Shakespeare in Love'.
Upcoming Miramax releases that will feature the brand include the musical 'Chicago', Martin Scorsese's 'Gangs of New York' and likely Kevin Smith's latest film 'Jersey Girl', starring Ben Affleck who also starred in Smith's earlier movie Dogma alongside Matt Damon.
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