Lancia will be involved
with the German Federal Television and Cinema Directors
Association (BVR) and, for the first time, also of the
Federal Casting Association, at Berlinale 2011,
one of the most renown film festivals in the world.
Three important events - “Casting Night”, “Director's
Night” and “Set Hacking” - will be staged at the Lancia
Café in Berlin, an exclusive exhibition space opened two
years ago in the central Friedrichstraße (Quartier 110)
which combines the features of a unique lounge bar and
those of an innovative Lancia showroom.
The first event - “Casting Night” - organised by the
Federal Casting Association and Lancia will be held at
the Lancia venue in Berlin on the evening of 14
February. Close to 700 guests are expected, including
famous German actors, representatives of all the major
national television channels, editors and editors in
chief of the important People magazine, in addition to
many other celebrities, politicians and famous
characters. Moritz Bleibtreu, Daniel Brühl, Michael
Mendl, Uschi Glas, Nina Kunzendorf, Desiree Nosbusch,
Hanna Herzsprung, Simone Thomalla, Götz Schubert,
Michael Brandner, Peter Lohmeyer, Götz Otto, Katja
Riemann, Armin Rohde and Jessica Schwarz are only some
of the celebrities expected to attend.
“Director's Night” will be held on 15 February.
Organised by BVR, the event will be attended by film
stars, world-famed directors and producers and over 1000
guests. The opening speech will be held by German
director Niki Stein, winner of the 2010 Bayerischen
Fernsehpreis (Bavarian TV award) for the film “Bis
nichts mehr bleibt” (“Until Nothing Remains”).
Finally, on 16 February the 250 attending guests will be
offered a unique peek behind the scenes: some actors
will be showcasing short films they made while waiting
on the set. The films will later be broadcast and
awarded on the net. Creator of the “Set Hacking” event
is actor Johannes Brandrup, while the judge
extraordinaire will be Oscar winner Omar Sharif.
By taking part in Berlinale 2011, Lancia once
again sets out to promote its more recent marketing strategy
of associating the brand with cultural events, and
particularly, in the sphere of international
cinematography. Lancia was also involved in Berlinale
2010. However this brand strategy of embracing the
'big screen' isn't so far producing any marketing rewards:
last month Lancia sold just 77 cars in Germany and that
tiny figure was in fact down by more than a quarter