Glamour gals
Women's magazine taps readers, Moxie and a lot of ladies for short films
Glamour Magazine is pulling in some serious girl power for a new short film initiative called "Reel Moments", and they're partnering up with bicoastal Moxie Pictures to bring the idea to fruition.
"Reel Moments" will draw on the real-life inspirational stories of the magazine's women readers and will culminate in four sponsored short films, to be directed by not-yet-confirmed women, potentially including established commercial directors and actresses.
Glamour associate publisher Leslie Russo says the goal of the project was to create something that would give back to the readers by giving voice to their stories, while still fitting in with the magazine's DNA.
Russo says Moxie Pictures was brought on because of its experience in both feature films and commercials, as well an existing relationship between the company and Glamour publisher Bill Wackermann - Moxie collaborated with Wackermann when he was head of Details on the 24-Hour Plays project. Moxie will bring in scriptwriters, produce the films and assemble an advisory board of leading female Hollywood execs and celebrities.
Acknowledging that this skirts the borders of branded content, Russo says, "We wanted to do something that wasn't just a marketing ploy for the magazine. This project walks the line between [film and commercials] and needs to be done with great caution. We felt Moxie could bring together the best group of board members and talent."
Francesca Silvestri, Moxie's head of film and TV says, "The board is there to support the project and ultimately help choose the four stories." Thus far the board includes: Meryl Poster, co-president of production of Miramax; Cara Stein, co-COO, New York of William Morris Agency; Caroline Kaplan, SVP, production and development of IFC Entertainment; actress and producer Lucy Liu; actresses Katie Holmes and Julianna Margulies; and Russo.
"We are all so excited to be involved in such a unique project," says Moxie executive producer Robert Fernandez. Production will begin this summer, and the films will be included as a DVD with a fall issue of Glamour.
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Magazine
May 2010
Our May 2010 issue features a roundtable of directors, agency execs and production company EPs discussing the dire lack of women behind the camera on commercial shoots, our annual list of the year's top spot helmers, the story behind Philips' "Parallel Lines" shorts and more.