• by Steve McClellan  @mp_mcclellan, February 2, 2016

The Tribeca Film Festival has created the Tribeca X Award, sponsored by GE. It’s a new juried award for branded storytelling that will recognize the best collaboration between an artist or filmmaker and a brand.  

The new award will launch at this year’s festival, which runs from April 13 to 24.  Submissions will be open February 8 through March 4 for work produced from January 2015 up to deadline submission. Work submitted must be underwritten or sponsored by a brand.  

Eligible projects include scripted and documentary work for film, TV, digital, social, and virtual and augmented reality, in feature or short length.

 “For the past decade, a shift has taken place across traditional models of entertainment, art, and advertising, as brands step in to serve as financiers and studios, and become catalysts for high quality, provocative storytelling,” said Jane Rosenthal, founder and executive chair, Tribeca Film Festival. “We hope that this award inspires brands to push the boundaries and create authentic and compelling stories with artists.”

Added Linda Boff, CMO of GE: “The best stories compel, engage and delight their audiences. And for brands to really break through, these stories need to be just as engaging as the best entertainment, films and documentaries.  We’re incredibly proud that TFF has recognized this.”