For All Those With A Passion For Film: American Express and the 2005 Tribeca Film Festival Have Your Ticket

For All Those With A Passion For Film: American Express and the 2005 Tribeca Film Festival Have Your Ticket

Founding Sponsor to Engage Festival-Goers Like Never Before with Extensive Lineup of Benefits, Events and Attractions; Exclusive Debut of Ellen DeGeneres's First Short Film to be Announced

NEW YORK, April 13 /PRNewswire-FirstCall/ -- Underscoring a dynamic partnership that enters its fourth consecutive year, American Express, Founding Sponsor of the Tribeca Film Festival, announces its lineup of activity for the 2005 Festival program (running April 19 through May 1). A diverse array of film-going experiences both new and familiar, the program will span elements from exclusive private events to restaurant promotions, to compelling online content. American Express once again promises one-of-a-kind added value for its Cardmembers and a superlative experience for all Festival constituents -- NYC residents, business owners, out-of-towners, industry players and film participants alike.

"American Express' commitment each year to enhancing the program of special offerings demonstrates their dedication to the film community and to the community at large," said Festival co-founder Jane Rosenthal. "The Festival could not happen without their support, and we are so appreciative for this wonderful partnership."

"American Express is thrilled to be partnering once again with the Tribeca Film Festival in strengthening the ties this great city has to the film community," said John Hayes, chief marketing officer of American Express. "Interest in the Festival is greater than ever and we're proud to be the founding partner, continuously innovating ways to attract film fans from all over to share in this important New York tradition."

American Express presents the following slate of special Tribeca Film Festival programming:

Debut of Ellen DeGeneres Film Short, "Making My First Short Film" (In- Development)

An amusing take on the travails of novice filmmaking, Ellen DeGeneres and American Express will debut an original short film -- a tongue-in-cheek depiction of a first-ever foray into solo filmmaking, aptly titled "Making My First Short Film". A humorous, patently 'Ellen' homage to filmmakers and the craft, the short was produced exclusively for American Express in support of the Tribeca Film Festival. Content from the short has been adapted for a wave of ad spots slated to break the week of April 11; the complete short film, however, will be available online at American Express' http://www.mylifemycard.com/ website. More details about the debut will be announced shortly.

"Drive-In" Outdoor Screenings

Running each night from April 22 through April 24, American Express will present "Drive-In" Outdoor Screenings at the World Financial Center, offering free ticketed public viewings. The schedule of screenings is as follows:

-- April 22 -- Monty Python and the Holy Grail - A comic masterpiece, and inspiration for a smash-hit Broadway musical spin-off -- April 23 -- Saturday Night Fever - The homegrown disco-era classic returns to the big-screen -- April 24 -- Mad Hot Ballroom - The evening's program will also feature free ballroom dance lessons for the public, taught by the NY schoolchildren who inspired the film

Open to the film-going public, the complimentary tickets will be distributed primarily at the Tribeca Film Festival box office.

Entertainment for the Entire Family

On Saturday, April 30, the beloved Tribeca Family Festival Street Fair returns to Greenwich Street, and American Express is rolling out the welcome mat for families and children of all ages through a number of street fair attractions and services. Festival elements include the "House of Stars" and "House of Starlites," where children can dress up as vintage movie directors, create personalized movie posters, participate in sing-alongs, see a puppet show and enjoy free art projects. There will also be Information Centers located near the north and south ends of the Festival, where American Express staff will dispense helpful Family Festival maps, schedules and information to festival-goers. American Express will also offer a "Twinkle, Twinkle" Station -- a rest stop complete with baby changing stations and comfortable chairs for nursing -- on Duane Street. New to the program this year, for Cardmembers looking to take a break from the festivities and enjoy complimentary food and beverages, American Express introduces a private hospitality suite at the Tribeca Grill -- the American Express Breakroom at the Tribeca Family Festival(1).

Festival Travel Made Easier

With the majority of Festival screening houses, special event locations and participating restaurants concentrated in lower Manhattan, American Express is providing complimentary double-decker bus service to the key downtown hubs for activity, beginning April 22. Additionally, a fleet of three-wheeled, chauffeur-driven bicycles known as "pedicabs" will be dispatched to circulate throughout the neighborhoods and pedal attendees to the downtown stops, free of charge(2).

All Festival double-deckers and pedicabs will be saliently identifiable, stamped with familiar American Express branding.

Information Resources Around Town

American Express Information Centers, located conveniently in downtown neighborhoods starting April 22, will equip all visitors with Festival information including schedules, souvenir lanyards and a listing of exclusive American Express Cardmember benefits to be enjoyed in and around the Festival. All visitors to the kiosks will also be treated to complimentary fresh popcorn(3).

American Express' unflagging commitment to its Cardmembers is demonstrated with a variety of added value packages and channels for special access exclusively for American Express Cardmembers. Among them, a newcomer -- The Tribeca Film Festival 15 Below 14th -- and a returning favorite -- The Tribeca Film Feast.

The Tribeca Film Festival 15 Below 14th

Marking a brand new venture between American Express and The New York Times, Cardmembers will receive 15% off select merchandise when they present a Promotion Pass - available in the April 24 and April 28 issues of The New York Times or starting April 19 at http://www.mylifemycard.com/ -- at participating downtown merchants and pay with the American Express Card. All participating merchants will be listed in the insert's accompanying advertisement(4).

Dinner and a Movie -- for Less

American Express Cardmembers can indulge themselves for a special price at some of their favorite downtown eateries during the Festival. In conjunction with NYC & Co., the popular Tribeca Film Feast returns April 24 to May 1 during which Cardmembers can wine and dine on exclusive $20 prix-fixe lunches and $30 prix-fixe dinners at more than 30 top restaurants in lower Manhattan(5). Cardmembers may visit http://www.mylifemycard.com/ for a neighborhood map and complete list of participating eateries.

The Tribeca Film Festival was founded in 2002 by Robert De Niro, Jane Rosenthal and Craig Hatkoff in response to the attacks on the World Trade Center. Now in its fourth year, the Festival's mission is to promote New York City as the world's independent film capital and to foster the economic and cultural revitalization of Lower Manhattan through an annual celebration of film, music and culture. The first three festivals attracted nearly 1 million visitors and created in excess of $125 million in economic activity for Lower Manhattan.

American Express is the Founding Sponsor of the Tribeca Film Festival. Part of a multi-year relationship, the sponsorship demonstrates American Express' dedication to the goals of the Festival and the revitalization of lower Manhattan.

(1) Terms, conditions and restrictions apply

(2) Subject to availability

(3) Valid while supplies last

(4) Offer available 4/22 - 4/30. Offer not available on sale items.

(5) Price excludes beverage, tax and gratuity

Source: American Express

CONTACT: Stephanie Rudnick of BNC, +1-212-682-7700, srudnick@bncpr.com; Eban Howell of PMK/HBH, +1-212-373-6100, eban.howell@pmkhbh.com; Rosa Alfonso, +1-212-640-1712, rosa.m.alfonso@aexp.comm, or Judy Tenzer, +1-212-640-0555, judy.g.tenzer@aexp.com, both of American Express

Web site: http://www.mylifemycard.com/

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