Loosing it at the movies
Pauline Kael, the most distinguished American film critic, lost her illusions about movies at the movies. Coors’ executives have never had any illusions about the film industry or they would have thought twice about signing a deal with Miramax Films, a division of Walt Disney Co.
Miramax, the maker of Oscar-winning arthouse films such as "The English Patient" and "Shakespeare in Love" and Coors Brewing Co. announced a three-year marketing alliance which makes Coors a promotional partner in Miramax films. For an undisclosed sum, Coors will be the official sponsor of Miramax film premieres in the US. The deal also allows Coors to place its products in at least five Miramax films a year while Coors’ competitors will be kept out..
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