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Brewing a Film

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When Matt Damon and Ben Affleck recently approached The Boston Beer Co.'s Samuel Adams to be the exclusive sponsor of Project Greenlight, LivePlanet's maverick film contest, could the prospect of free beer have been a motive?

Not at all, noted Kristin Balderston, account supervisor for Deutsch PR Plus, which is promoting the alliance. The sponsorship is a perfect fit.

"They're both trying to break through and introduce the public to something new and revolutionary at a time when all they were getting was a few mass-produced choices," she noted. The actors and the beer company both hail from Boston.

Project Greenlight began in early 2000 by LivePlanet, a Web site founded by Affleck, Damon and producers Sean Bailey and Chris Moore. From 10,000 amateur-written offerings, the company chose one screenplay (Stolen Summer by Pete Jones) and gave the writer a $1 million budget and guaranteed distribution by Miramax in early 2002.

Though details of Sam Adams involvement are still being hammered out, the brand will work with LivePlanet and Miramax on bar parties, movie screenings, contests and marketing initiatives throughout the year.