Screenvision is working with Penske Media Corporation’s @hollywood to give audiences nationwide access to the Vaseline Celebrity Lounge at the Sundance Film Festival. Celebrity interviews were distributed digitally through HollywoodLife.com January 21-25. A special feature will run in Screenvision theaters February 5-18.
During the segments hosted by @hollywood’s Charlie Berens, viewers were treated to interviews with high-profile celebrities, a behind-the-scenes look into the festival and an in-depth look into The Vaseline® Healing Project – a new initiative from the Vaseline Brand, in partnership with non-profit, Direct Relief with the support of Emmy-winning actress Viola Davis - that aims to help heal the skin of five million people living in the wake of crisis and disaster in the U.S. and abroad by 2020.
“Skin health, while often overlooked in our day-to-day life, is a big concern for those living in areas of crisis and disaster as simple skin conditions can turn into serious issues that make it hard to do basic everyday things, like attend work or school. The Vaseline Healing Project will help heal the skin of millions by providing dermatological care, Vaseline Jelly & medical supplies to areas in need,” said Suzanne Palentchar, marketing director of Skin Care at Unilever. “This partnership with Screenvision provides a voice for a community in need and offers a platform to share our healing message to a vast and distinctive group of people. We encourage everyone who visits the Vaseline Lounge to build a Healing Kit online.”
Screenvision’s creative services group, 40 Foot Solutions, created and produced these entertainment segments at the Vaseline Celebrity Lounge on Main Street. Theater content will run nationally within Screenvision’s 14,000-screen network as part of their Front & Center preshow.
“We are proud to work with both Penske Media Corporation and the Vaseline Brand to unlock one of the biggest film festivals for those unable to attend, while shedding further light on the importance of The Vaseline® Healing Project,” said Christine Martino, senior vice president, national sales, Screenvision. “The Vaseline Brand is leading a meaningful initiative for change and we look forward to engaging moviegoers in the project on the 40-foot screen.”