Heineken and Premiere Magazine Unveil the Heineken Red Star Award to Recognize Originality, Innovation and Vision

Heineken and Premiere Magazine Unveil the Heineken Red Star Award to Recognize Originality, Innovation and Vision

- New Award for Directors Debuts at Eight Independent Film Festivals in 2007 -

WHITE PLAINS, N.Y., Jan. 23 /PRNewswire/ -- Heineken USA, a longtime supporter of independent film, announced today the creation of the Heineken Red Star Award to be awarded at eight Independent Film Festivals in 2007. The Heineken Red Star Award was created, in partnership with Premiere Magazine, to recognize and celebrate the achievements of today's most progressive and gifted directors in independent film. The Heineken Red Star Award is the latest brand initiative to support and empower up-and-coming filmmakers, and celebrate their passion and achievement.

"The Heineken Red Star Award recognizes originality, innovation and vision in film and is demonstrative of our continued commitment to supporting and fostering unique film experiences," said Andy Glaser, Heineken Brand Director. "We are excited to share this award with directors who share our passion for independent thinking and self-achievement."

Heineken Red Star Awards will be given at eight select Film Festivals throughout the year. Each recipient will be presented with a premium, hand- crafted Tiffany & Co. crystal award, and will be featured in Premiere Magazine and Premiere radio. In November, Heineken Red Star Award winners will gather in Los Angeles, as Heineken celebrates their collective accomplishments and showcases these award-winning films with key industry leaders.

Heineken will be an official sponsor and present the Heineken Red Star Award at eight film festivals, including:

* Miami International Film Festival
* Sarasota Film Festival
* Seattle International Film Festival
* CineVegas
* New York Latino Film Festival
* San Diego Film Festival

"Premiere Magazine has been a long time supporter and promoter of independent film," remarked Paul Turcotte, publisher of Premiere Magazine. "We are thrilled to be a part of the Heineken Red Star Award, which recognizes and celebrates the achievements of innovative filmmakers."

"Heineken is deeply committed to supporting the journey of independent film makers," said Glaser. "Heineken offers unwavering support to these talented directors for their dedication to the craft of film making, and is proud to be able to provide greater opportunities and access as they forge their individual paths in this industry."

Heineken in Film

Heineken is a staunch supporter of the independent film industry. Over the past 18 months, Heineken and NYU Stern ProMotion Pictures have provided future film and business leaders with an opportunity to apply classroom instruction to real-life film and television production experience. Via a highly-competitive entry process, producer/director teams of NYU Stern School of Business and NYU Kanbar Institute of Film and Television graduate students were awarded grants ranging from $25,000 to $40,000 to produce films reflecting various Heineken initiatives.

Additionally, Heineken, together with A&E and the Independent Documentary Association, awards a $50,000 finishing grant annually to a talented filmmaker to bring their vision to reality via film.

Recently, the brand created the Heineken Green Room during the Telluride and the Sundance Film Festivals. These premium lounges served as the hot-spot destination for many of the filmmakers and casts at the Festivals, with various interactive features to enhance their enjoyment of the events through premium brand experiences.

Heineken also sponsors many other festivals, including Outfest, the Beverly Hills Short Film Festival, the L.A. Short Film Festival, the Palm Beach International Film Festival, the New York Latino Film Festival and the Gotham Awards. Heineken also sponsored the Premiere Lounge at the Toronto Film Festival and was the official post-party sponsor of the Independent Spirit Awards.

About Heineken USA

Heineken USA Inc., the nation's premiere beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light, Amstel Light, the largest- selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

About Premiere

Premiere, America's movie magazine, accessible at www.premiere.com, is part of a global network that includes editions published in France, Spain, Portugal, Poland, Czech Republic, Korea and Japan. Premiere covers the unparalleled access and influence to Hollywood's A-list as well as the art and commerce of the film industry. Premiere is published by Hachette Filipacchi Media U.S., Inc. (HFM U.S.), the New York-headquartered subsidiary of Hachette Filipacchi Medias, the world's largest magazine publisher, a division of Lagardere SCA.

Source: Heineken USA

CONTACT: Tamara Moore of Heineken USA, +1-914-681-4153,
tmoore@heinekenusa.com; or Chip Scarinzi of Manning, Selvage & Lee,
+1-212-468-3503, chip.scarinzi@mslpr.com

Web site: http://enjoyheinekenresponsibly.com/
http://www.premiere.com/

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