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The Creative Coalition and Screen Media Films Announce Spotlight Initiative
Initiative Will Allow Companies to Participate in Extraordinary Film Projects That Will Serve the Common Good
By Gregg Schwenk

Screen Media Films has selected The Creative Coalition as its exclusive nonprofit partner in launching the Spotlight Initiative.  The partnership permits the pursuit of active outreach efforts for issues showcased in Screen Media produced and istributed motion pictures.  While the Spotlight Initiative serves as a strategic business component that will create unique marketing, branding, and advertising opportunities as well as value for mass marketers, it also enhances America's cultural connection to the stories and social agenda's of our times
"Screen Media Films is proud to partner with The Creative Coalition," said Robert Baruc, President, Screen Media Films.  Baruc added, "This initiative represents an exciting new way for us to market our films and make a positive difference in the world."
Robin Bronk Executive Director of The Creative Coalition said, "The Spotlight Initiative employs cause-related marketing strategies to maximize the impact that independent film has on the national and global agendas.  It is a new paradigm that will allow companies to participate in extraordinary film projects that will serve the common good."
Spotlight Initiative partners will have the opportunity to make a positive impact."This is our chance to have Hollywood participate by engaging the public and informing it about the causes we seek to represent. Today, our citizenry demands socially conscious activism from the products it supports. We understand the power of our efforts to be socially aware and this very uniquen partnership gives us the ability to reach beyond the movie screen to make a difference," continued Bronk.
Screen Media distributed motion pictures will now be able to reach beyond their emotional impact on audiences and have an impact on the grassroots and the national agenda.
Screen Media Films and The Creative Coalition will officially announce the partnership on Saturday evening, January 19, 2008 during the Sundance Film Festival in Park City, Utah.
The Creative Coalition, an established leader in highlighting the entertainment industry's commitment to social consciousness, has guided the efforts of many critical public policy issues of today. The organization has lead the charge in promoting open and honest government in the 2008 elections, as well issues including First Amendment Rights, support for arts in the schools, media literacy and mental health initiatives.
About The Creative Coalition
The Creative Coalition ( is the leading 501 (3) nonprofit, nonpartisan social and public advocacy organization of the arts and entertainment community.  Founded in 1989 by prominent members of the creative community, The Creative Coalition is dedicated to educating and mobilizing its members on issues of public importance, primarily public education, the First Amendment, arts advocacy, media literacy, destigmatizing mental illness and stemming runaway production.  Headquartered in New York City, The Creative Coalition also has offices in Washington, DC, Los Angeles and San Francisco. The Creative Coalition does not endorse or raise funds for political parties or candidates.
About Screen Media Films 
Screen Media Films acquires the rights to high quality, independent feature films for the US and Canada.  Screen Media's theatrical releases include Skid Row starring Pras from the Grammy award winning Fugees, and the award winning drama Canvas starring Marcia Gay Harden.  Adding to the 2008 theatrical slate will be Trailer Park Boys from Executive Producer Ivan Reitman, and the Werner Erhard documentary, Transformation. Since 2001, Screen Media has released more than 100 titles including Noel, starring Penelope Cruz and Susan Sarandon;Sherrybaby, starring Maggie Gyllenhaal; Kevin Bacon's directorial debut, Loverboy, starring Kyra Sedgwick and Matt Dillon; and Emmy nominated Dog Whisperer with Cesar Millan.   All films are distributed on home video through an exclusive distribution arrangement with Universal Studios Home Entertainment. Screen Media Films, LLC is a wholly owned division of Screen Media Ventures.  With a library of over 1000 motion pictures, Screen Media Ventures is one of the largest independent suppliers of high quality motion pictures to U.S. and international broadcast markets, cable networks, home video outlets and new media venues.

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Gregg Schwenk is a writer, educator, and entrepreneur. He reports on a number of various subjects including: film, art, technology and politics. Mr. Schwenk is an adjunct professor at CSUF's Center for Entertainment and Tourism located in Orange County, California. He is also a consultant and advisor to several entertainment and technology firms. In 2005, Mr. Schwenk was appointed by the US Secretary of Commerce, to the District Export Council. He has a BA from the University of California, Berkeley and completed the Advanced Management Program at USC.

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