Heineken's Unique Approach to Supporting Bars
Heineken is embracing creativity with its new initiative called 'Starring Bars,' aimed at transforming ordinary bars into vibrant film sets. This novel approach not only highlights the uniqueness of these establishments but also infuses them with commercial vitality. By directing film crews and production budgets to bars that serve Heineken products, the company is pioneering a fresh perspective in the entertainment industry.
Elevating Bars into Iconic Filming Locations
The essence of the 'Starring Bars' program lies in creating opportunities for bars to be featured as compelling backdrops in movies and television shows. By developing a global catalogue of bars that filmmakers can use as authentic sets, Heineken is encouraging the film industry to leverage real, character-filled locations over traditional studio settings. This strategy not only enriches storytelling but also ensures that bars benefit financially from their on-screen appearances.
Engaging Filmmakers and Location Scouts
To further this initiative, Heineken is actively inviting directors, location scouts, and film industry personnel to explore these vibrant venues when searching for filming locations. The idea is to position these bars as essential components of Hollywood narratives, bringing authenticity to productions while simultaneously supporting local businesses.
Streamlined Access for Production Teams
The process of locating suitable venues for filming can be daunting. Recognizing this challenge, Heineken has simplified access for production teams through their dynamic online platform. This site showcases various bars, providing essential details like photographs, floor layouts, and availability, making it easier for filmmakers to incorporate real bars into their projects.
Showcasing Bar Owners and Their Stories
In a bid to celebrate bar culture, Heineken plans to roll out a vibrant visual campaign that spotlights bar owners and shares their personal stories. This campaign aims to foster connections between filmmakers and venue owners, bringing to light the rich narratives associated with these spaces.
Innovative Marketing Strategies
As part of this initiative, Heineken is utilizing unique marketing methods, such as moving billboards that will tour significant entertainment areas, enticing filmmakers to consider local bars as filming locations. Messages like ‘Hey Director, these bars can handle a drama’ are aimed at capturing attention and advocating for real bars.
Supporting Local Communities, One Bar at a Time
Nabil Nasser, the Global Head of Heineken Brand, articulates the philosophy underpinning this initiative, emphasizing that bars serve as cultural landmarks and community hubs. By spotlighting these venues, Heineken is not just boosting visibility; it's opening avenues for new revenue opportunities that will help these bars thrive amidst challenges.
Each year, Heineken invests heavily in advertising, with a significant portion of that budget allocated for location rentals. The 'Starring Bars' initiative ensures that this investment directly supports the bar owners and the communities that depend on them. By building a comprehensive catalogue of bars that can also serve as filming locations, Heineken is paving the way for a revitalized connection between entertainment and local businesses.
About HEINEKEN
Heineken stands as the most international brewer globally, renowned for its impressive portfolio of over 300 brands encompassing premium beers and ciders. The company's commitment to imbue each venture with innovation and sustainability is evident in its operations across more than 70 countries, employing over 85,000 individuals. As market leaders, Heineken also holds shares on the Euronext, showcasing their solid presence in the global market.
Frequently Asked Questions
What is the 'Starring Bars' initiative?
The 'Starring Bars' initiative by Heineken aims to turn bars into filming locations for movies and television, helping them gain visibility and financial support.
How does this initiative benefit bar owners?
Bar owners will benefit financially by being featured in film productions, which can increase foot traffic and promote their venues.
What kind of bars can participate?
Any bar that serves Heineken beer can apply to be included in Heineken's global catalogue of film-ready locations.
How can filmmakers access the catalogue?
Filmmakers can access the catalogue online, where they will find information on available bars, including photographs and floor plans.
What is the long-term goal of the 'Starring Bars' program?
The long-term goal is to create lasting partnerships between bars and the film industry, ensuring continuous financial support and community engagement.
