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When Jane Rosenthal, actor and business partner Robert De Niro, and Craig Hatkoff founded The Tribeca Film Festival, which debuted in 2002, the trio set out in part to make New York a major hub for filmmaking. Now in its 14th year, the TFF is regarded as a preeminent film festival that draws celebrities, filmmakers, artists and, yes, even big-name advertisers. Famously, American Express was its first sponsor and this year AT&T is the festival's presenting sponsor.
This year, the festival is partnering with another brand, Snapchat, launching a new media initiative called Tribeca Snapchat Shorts, where Snapchat users submit stories to be judged by celebrity journalists and Snapchatters like DJ Khaled.
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