The TriBeCa ReActor

Background

New York is a city where you can do anything, any time. So attracting busy residents to the 15th annual Tribeca Film Festival isn't a walk in the park.

Historic perception of the festival as an event for the elite film incrowd (actors, directors, producers) compounded the difficulty.

The festival organisers wanted to do something different, something eye-catching, something that reflected both the spirit of New York and the festival itself.