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Pirelli Goes to Film to Push Image

(Akron/Tire Review) Trying to get attention in today’s commercialized world is hard. But Pirelli SpA is trying another route to make an impression among tire buyers: Pirellifilm.

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 The first short film will make its debut at the end of March at www.pirellifilm.com.

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Pirelli calls Pirellifilm “a unique new communication tool that intends to launch high quality short films through several media channels.” The tiremaker said it present the films primarily via the Internet, and will use “stars of stage and screen who will interpret the famous Pirelli claim – “Power is nothing without control” – in a different way each year.

“The Call,” the title of the first film, “is a breath-taking thriller with a dark Gothic feel about the eternal battle between good and evil,” Pirelli said. The film stars John Malkovich and Naomi Campbell and was directed by Oscar-nominated Antoine FoquÀ (“Training Day”, “King Arthur”).

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Pirelli said that each Pirellifilm script “must respect three commandments: it must represent a physical or mental performance; it must be an international idea; and it must shake up the audience for its controversial content. It must make an impact.”

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