Brand USA Heads to the Big Screen with MacGillivray Freeman Films

PROGETTI BRAND USA – 1° Luglio – by Visit USA Association Italy


Brand USA in partnership with MacGillivray Freeman Films, is producing a film for IMAX and other giant screen theatres that celebrates the USA as a top travel destination. With a planned release in mid-2015 to honor the centennial anniversary of the National Park Service, this film will focus on one of the nation’s must treasured assets–the U.S. National Parks and Federally managed lands.

“Today, there are over 400 of these gems located in wilderness areas, and in the core of many of the United States most vibrant cities, making for some of our most popular tourist destinations and the world’s most iconic attractions,” said Christopher Thompson, Brand USA president and CEO. “This giant-screen film will capture the myriad of experiences available through the nation’s great outdoors, therefore inspiring visitors to discover the beauty and diversity across the United States.”

MacGillivray Freeman has been the leading independent producer of films for IMAX and other giant screen theatres for over 30 years. They have produced five of the top 10 highest grossing giant-screen films of all time, including the first to gross more than $150 million—the blockbuster hit “EVEREST”.

“U.S. national parks feature some of the most grandiose and awe-inspiring natural landscapes on the planet, and we are thrilled to bring them to the giant screen,” said producer Shaun MacGillivray of MacGillivray Freeman Films. “The size and immersive nature of the IMAX and giant screen platforms is the perfect canvas to showcase the beauty and wonder of the national parks. We are excited to take global audiences on a journey into these great places that inspire the adventurer in all of us. “

“This partnership is a great opportunity to not only showcase our National Parks, but to reach a large number of our key international markets. MacGillivray Freeman is the perfect partner to give this film the highest impact, credibility and global exposure around the world,” said Tom Garzilli, Brand USA’s Senior Vice President of Global Partner Marketing.

There are over 800 IMAX and Giant Screen theatres in over 57 countries and growing. China, one of the United States’ top 10 countries in both international visitation and spend, has the second largest market with over 75 IMAX and Giant Screen theatres located throughout the country. IMAX theatres can be found in many of Brand USA’s key target markets.


 Brand USA promotes ‘food tourism’ in US

With the recent release of Discover America: Great American Food Stories culinary guide, Brand USA, the destination marketing organization for the United States, is launching its culinary initiative aimed at promoting gastro-tourism and showcasing the U.S. as a top culinary destination for world travelers.

“American cuisine captures inspiration from all over the world, truly embodying the diversity and history of the United States,” said Christopher L. Thompson, President and CEO of Brand USA. “We’re excited to invite travelers to experience the culinary highlights of each region of the country.”

The Department of State’s Diplomatic Culinary Partnership, established in 2012 in cooperation with the James Beard Foundation, collaborated with Brand USA to produce the guide, which is published in six languages. The guide features thirty-one James Beard affiliated chefs with recipes from all regions of the U.S.

Five of the chefs featured in the culinary guide will travel to five different key markets in Asia. The chefs’ travel will coincide with U.S. Independence Day celebrations at U.S missions in China, Australia, Japan, Taiwan, and South Korea. The participating chefs include: Rick Bayless of Chicago, IL; Tory McPhail of New Orleans, LA; Barbara Lynch of Boston, MA; Bryce Gilmore of Austin, TX; and Sam Kass of Washington, D.C. The guide will be available in other markets where Brand USA has representation.