Audi Opens 2013 with Exciting New OpenAir Film Sponsorship

ZETLAND, AUSTRALIA – Jan 10, 2013: Luxury carmaker, Audi, is celebrating a brand new partnership with St.George OpenAir Cinema this year, which kicks off with the Sydney premiere screening of Anna Karenina on Thursday 10 January 2013.

As part of the Audi brand’s comprehensive support of film in Australia, Audi has signed a major sponsorship with Sydney’s premier event, St.George OpenAir Cinema, which runs from 10 January to 16 February 2013.

With this latest partnership, Audi continues to strengthen its ties with film in 2013. The company’s other major film sponsorships include the Sydney Film Festival, Melbourne International Film Festival, Brisbane International Film Festival and the Audi Festival of German Films. The brand also sponsored the unique Downtown Drive-In cinema held at Carriageworks in late November 2012.

Audi Australia’s General Manager of Marketing, Kevin Goult, said the new partnership with St.George OpenAir Cinema was an ideal way to continue Audi’s close involvement with film in Australia.

“The broad appeal of the St.George OpenAir Cinema on Sydney Harbour, and Australia’s key film festivals, offer Audi a premium and significant cultural platform for us to connect to potential customers. The inclusive nature of the St.George OpenAir Cinema in particular is well-known. There is hardly a better way to spend a summer evening in Sydney.

“There is a film genre for everyone at this event. From blockbuster to comedy to brand new releases, film is a medium that everyone can enjoy and benefit from. This is the main driver for Audi’scontinued involvement in film again in 2013,” Mr Goult said.

The company is also focusing on creating an interactive brand experience for Sydneysiders during the open air season with the inclusion of a social media activation with the Audi R8 Spyder. All cinema-goers can make their own spectacular ‘red carpet’ arrivalin the Audi R8 Spyder and can share the photographs with their family and friends via social media. The professional images can be directly emailed to them or can be uploaded to their Facebook/Twitter accounts.

The Audi brand has been involved in the film industry for many years – from the early days of the old-school, edge-of-the-seat car chases like the legendary Ronin, to Mission Impossible, the Transporter films, I Robot, About a Boy and even Iron Man.

The opening film Anna Karenina directed by Joe Wright (Atonement) brings together an all-star cast in this magnificent interpretation of Leo Tolstoy’s tale of love, power and social mores, adapted for the screen by Academy AwardŽ winner Tom Stoppard. Starring Keira Knightley, Jude Law and Aaron Taylor-Johnson it is touted as the one of the highlights of the St.George OpenAir Cinema season.