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[02/26/14 - 10:12 AM]
El Rey Network and Heineken USA Brew Up Exclusive Beer Integration in 2014
The customizable campaign will be supported across all of El Rey Network's television, digital and social media channels.

[via press release from El Rey Network]

EL REY NETWORK AND HEINEKEN USA BREW UP EXCLUSIVE BEER INTEGRATION IN 2014

Alliance With Leading International Brewer Anchored By Inclusion of Dos Equis Brand in Network's New and Original Content Beginning With 'From Dusk Till Dawn: The Series'

New York - February 26, 2014- El Rey Network, the general entertainment cable channel founded by filmmaker Robert Rodriguez, announced today that they have entered into an exclusive integration deal with HEINEKEN USA, the world's leading international brewer. The details of the initiative were unveiled at a press breakfast held at The Lambs Club in New York City.

The customizable campaign will be supported across all of El Rey Network's television, digital and social media channels. Highlights include integration of popular brands from the HEINEKEN USA portfolio into El Rey's original scripted series, as well as the creation of branded content for on-air and off, co-marketing efforts and more. The network's first scripted original, "From Dusk Till Dawn: The Series," premiering March 11 at 9pm et/pt, will include Dos Equis integrations. In addition to domestic exposure, Dos Equis will garner additional international attention through the overseas licensing of the original series.

Michael Finn, Senior Vice President, Sales & Marketing, El Rey Network, said: "We're thrilled to partner with HEINEKEN USA and feature them in Robert's reimagining of his 1996 cult classic. Robert's unique and creative lens offers an added bonus to our partners."

"We are incredibly excited to kick off this partnership with El Rey Network and Robert Rodriguez," said Ron Amram, Senior Media Director, HEINEKEN USA. "This highly customized deal offers a number of unique opportunities to integrate our portfolio of upscale beers into exciting original content by master filmmaker Robert Rodriguez."

"From Dusk Till Dawn: The Series" is centered around bank robber, Seth Gecko (Cotrona) and his violent, unpredictable brother, Richard "Richie" Gecko (Holtz), who are wanted by the FBI and Texas Rangers Earl McGraw (Johnson) and Freddie Gonzalez (Garcia) after a bank heist leaves several people dead. While on the run to Mexico, Seth and Richie encounter former pastor Jacob Fuller (Patrick) and his family, whom they take hostage. Using the family RV to cross the border, chaos ensues when the group detours to a strip club that is populated by vampires. They are forced to fight until dawn in order to get out alive. The series deepens the tone and expands the storyline of the film, adds new characters and backstories, and explores the Mesoamerican mythology behind the creatures inside the club.

"From Dusk Till Dawn: The Series" is an El Rey Network production in association with Rodriguez International Pictures, FactoryMade Ventures and Miramax. Executive producers are Robert Rodriguez, Carlos Coto (who is also showrunner) and FactoryMade Ventures and El Rey Network co-founders John Fogelman and Cristina Patwa. Diego Gutierrez is writer and co-executive producer. Miramax, producing studio and distributor of the original film, is distributing the series internationally in all territories. Entertainment One Television (eOne) exclusively represents DVD and EST rights in the US and Canada for "From Dusk Till Dawn: The Series" and handles all media rights, with the exception of broadcast rights, for El Rey Network's slate of upcoming originals.

About HEINEKEN USA

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow cider. HEINEKEN USA also imports the Dos Equis franchise, Tecate franchise, Sol, Indio, Carta Blanca and Bohemia brands from Mexico.

About El Rey Network

El Rey Network is a new 24-hour English-language network founded by maverick filmmaker Robert Rodriguez. Curated by Rodriguez and his artistic collective, the network will unite the most culturally diverse generation in history through fearless, badass and original content that awakens the renegade in everyone. The network's action-packed content is anchored by original signature dramas, feature films, grindhouse genre, cult classic action and horror/sci-fi. El Rey Network LLC (www.elreynetwork.com) is jointly owned by Robert Rodriguez and FactoryMade Ventures with a minority stake held by Univision Communications Inc.

About FactoryMade Ventures:

FactoryMade is an incubator for entertainment businesses and was founded by John Fogelman and Cristina Patwa. The company builds IP-based franchises and production and distribution platforms by leveraging its strong ties to the Hollywood creative community and partnering with global brands and investors. Its ventures include El Rey Network and Tres Pistoleros Studios with Robert Rodriguez and a joint venture with the leading Mexican wrestling league Lucha Libre AAA. In addition to working with corporate partners such as Telefonica and JCP, they previously spearheaded the creation of Hasbro's film business (Transformers, G.I. Joe, Battleship) and television business (Hasbro TV Studios, the Hub Network with Discovery Communications), and developed retail's first integrated digital gaming and commerce platform with HSN (HSN Arcade).





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