In its fifth year, The Hollywood Reporter's Key Art Student Competition saw another bumper crop of entries from fledgling movie marketers.
For this year's competition, students assembled posters and trailers for the 2004 releases "Million Dollar Baby" (Warner Bros. Pictures) and "Sideways" (Fox Searchlight). The studios and filmmakers provided source material to the students, who -- working with faculty advisers -- produced print and audiovisual marketing campaigns. Finalists were announced during a May 24 reception at the Hollywood Museum in the Historic Max Factor Building.
"The judges in both the pro and student competitions look for something that catches their eye, invites them in and does it with a tremendous amount of style or craftsmanship," says Trailer Park executive vp Jeffrey Bacon, who has overseen the Key Art Student Competition since its inception. "The students are also the consumers of what the movie industry is about -- that's our target audience -- so it's the target audience working on their own marketing."
Cash prizes totaling $22,000 will be awarded to the six student finalists -- who were selected by an advisory board comprised of studio and agency marketing executives -- and their schools. First prize in each category is $7,500, second is $2,500, and third is $1,000. All six finalists will split the scholarship awards with their schools.
This year's student competition for the first time also includes a Publisher's Award, honoring one print submission.
For all involved, the student competition remains a source of energy and enthusiasm.
"They love the process and connecting with something they all know, which is Hollywood," Bacon says. "A student living in Michigan knows as much about Hollywood, thanks to the Internet, as someone who lives in Studio City."