IFC blends Dewar's with feature films

October 31, 2007 IFC has signed up Dewar's scotch whisky as the sponsor of its Wednesday night "Back to Basics" double-feature film program, and now the cable channel that boasts of being uncut, uncensored and commercial-free has a brand sponsor for its independent film showings every night of the week. Using a combination of specially created motion graphics, clips from that night's double feature and footage from the new Dewar's ad campaign, the opening sequence will take viewers into a fictional Dewar's-branded vaudeville art house theater. Once inside, the house emcee -- a character taken from the Dewar's campaign -- will introduce the films using a "Dewarism" like "Don't question your wife's judgment; look who she married," while connecting it to the theme of independent film.

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