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AtomFilms Directs Intel's Branded Entertainment Project

In hopes that consumers will associate the spirit of independent filmmaking with its brand name and products, Intel Corporation Wednesday launched the "Intel Indies Film Contest" with AtomFilms. The initiative is the latest in a series of branded entertainment efforts devised by AtomFilms, which expects to lure applicants with the prospect of cash prizes and fame.

The contest asks entrants to submit to a Web site short films that imagine what they would do with a magic wand. The winning entry will be hosted on the site.

AtomFilms--which says it has a monthly audience of 5 million--has developed similar blueprints with brands including Sony, Honda, Hewlett-Packard, and director George Lucas's Lucasfilm.

The benefit of branded marketing strategy is that it "matches a filmmaker's creative expression with Intel's vision and technology for the Digital Home," Jeff McCrea, vice president of sales and marketing at Intel Americas, said in a statement.

The Intel Indies contest adds to the growing list of AtomFilms branded entertainment initiatives. Previous events and programs involving major brands have generated more than 10 million content views, and played at major film festivals.

Winners will be announced at a film festival in January 2006.

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