GE is sponsoring a streaming film about breakdancing
General Electric has set a Dec. 24 release date for its first feature film. "Shake the Dust" is a documentary about breakdancing around the world; rap star Nas is the executive producer. The film was made in partnership with video site Vevo and will be released on different streaming devices, such as Roku and Apple TV
GE, whose healthcare arm makes medical equipment, wanted to emphasize the connection between neuroscience and music, a topic the company plans to keep exploring next year. The conglomerate wants to reach consumers who shun traditional television, said Sam Olstein, director of innovation at GE.
"We have been grappling with this challenge of how to reach the binge consumer who doesn't watch TV," he said about people who sit down to watch several episodes of a TV show - for example "Orange is the New Black" - on streaming video platforms like Netflix.
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