LIVEstyle AND FULCRUM GROUP ANNOUNCE “AXE HAIR MEDIA LOUNGE and GROOM ROOM and Supper Club” AT THE 2012 SUNDANCE FILM FESTIVAL

LIVEstyle AND FULCRUM GROUP ANNOUNCE “AXE HAIR MEDIA LOUNGE and GROOM ROOM and Supper Club” AT THE 2012 SUNDANCE FILM FESTIVAL

New York-based entertainment agency LIVEstyle Entertainment, in partnership with Connecticut-basedFulcrum Group, is preparing to launch the 9^th year and 37^th major festival installation of its signature multi-day branded entertainment programs, the LIVEstyle Film Lounge, The Supper Club and AXE® Hair Media Lounge & Groom Room, located at 628 Park Ave in Park City, Utah.  The venue and integrated programs will be an anchor destination for filmmakers, celebrities, global film and consumer media outlets, world-class chefs, independent and major studios and producers.  Through this platform, sponsors AXE Hair; Issey Miyake’s new men’s fragrance L’Eau d’Issey Pour Homme Sport; Monster Energy Beverages; AriZona Beverages; hipswag.com; outdoor athletic products company Thule; IndieFlix.com; Pook Toque and official Festival sponsor Stella Artois will come face-to-face with the principal industry influencers, media, tastemakers and VIPs during one of the world’s largest film festivals, as more than thirty individual events and programs unfold onsite over six days involving fifteen different official festival films.

Friday, January 20, 2012 (5pm-7pm)

WHAT: YOUR SISTER’S SISTER cast dinner hosted by IFC Films and the cast and guest chef La-Toya Fagon

CAST: Emily Blunt, Rosemarie DeWitt, Mark Duplass

Friday, January 20, 2012 (8pm-11pm)

WHAT: FILLY BROWN cast dinner and premiere party hosted by cast with guest chef La-Toya Fagon and a surprise musical performance

CAST:      Lou Diamond Phillips, Gina Rodriguez, Jenni Rivera, Edward James Olmos

Friday, January 20, 2012 (11pm-2am)

WHAT: KEEP THE LIGHTS ON premiere after-party hosted by Director Ira Sachs

CAST:  Thure Lindhardt, Zachary Booth, Julianne Nicholson, Souleymane Sy Savane and Paprika Steen

Friday, January 20, 2012 (1:30-40:00AM)

WHAT: TIM & ERIC’S BILLION DOLLAR MOVIE post-premiere party

CAST:  Will Ferrell; John C. Reilly; Tim Heidecker, Eric Wareheim

Other Guest include : Blythe Danner and Melanie Lynskey

AXE HAIR MEDIA LOUNGE and Groom Room @ Blue Iguana 628 Park Ave, Park City, Utah  84060

About FULCRUM GROUP:

Fulcrum Group is a full service agency based in New York City and Connecticut with more than 50years combined experience in promotions, marketing, communications and digital media. Providing strategic programming, complete execution and customizable marketing campaigns, Fulcrum Group helps companies discover their core values and achieve their goals. Their wide range of printing and digital promotional services help clients acquire customized and creative merchandise vital to strengthen brand presence and equity, enhance market awareness and emanate overall success. Whether Fulcrum serves as event producer, consultant or promotional company; it delivers all components to create an exclusive event experience and maximum brand exposure unlike any other. For more information, please visit http://www.fulcrumgrp.com.

About LIVEstyle  Entertainment:    

Founded in 2002, LIVEstyle Entertainment is a leader in innovative live entertainment marketing, programming and production.  Having built and executed successful events and properties throughout the film, fashion, music, art and sports industries, LIVEstyle has proven its ability to deliver high-impact brand programs on an annual basis for clients and consumers alike.  In addition to being the most prolific film festival event producer in the world,  LIVEstyle Entertainment creates tailor-made event programs for corporate and entertainment industry clients alike.  For more information, please visit www.livestylent.com.

About AXE®

AXE Hair, a leader in men’s hair care, is proud to be the Title Sponsor of the AXE Hair Media Lounge & Groom Room at Sundance 2012, treating media, tastemakers, filmmakers and celebrity talent to the ultimate AXE Hair experience.  AXE is an iconic personal care brand around the world that helps guys look, smell and feel their best. The Unilever-manufactured brand is available in a line of shampoos and styling aids, as well as deodorants and shower gels.  The brand’s mission is to help guys get the girl with grooming products that reflect individual personality and lifestyle.  For more information, visit www.theaxeeffect.com.

About Unilever North America

Unilever is one of the world’s leading suppliers of fast moving consumer goods with strong operations in more than 100 countries and sales in 180.  With products that are used over two billion times a day around the world, we work to create a better future every day and help people feel good, look good and get more out of life with brands and services that are good for them and good for others.

In the United States, Canada and the Greater Caribbean (Trinidad & Tobago, Dominican Republic, Puerto Rico) the portfolio includes brand icons such as: Axe, Becel, Ben & Jerry’s, Bertolli, Blue Band, Breyers, Caress, Consort For Men, Country Crock, Degree, Dove personal care products, fds, Good Humor, Hellmann’s, I Can’t Believe It’s Not Butter!, Just for Me!, Klondike, Knorr, Lever 2000, Lipton, Motions, Nexxus, Noxzema, OMO, Pond’s, Popsicle, Promise, Q-Tips, Ragu, Skippy, Slim-Fast, Soft & Beautiful, St. Ives, Suave, tcb, TIGI, TRESemmé, Vaseline, and Wish-Bone.

All of the preceding brand names are registered trademarks of the Unilever Group of Companies. Dedicated to serving consumers and the communities where we live, work and play, Unilever employs more than 13,000 people across North America – generating nearly $10 billion in sales in 2010.  For more information, visit www.unileverusa.com, www.unilever.ca,orwww.unilevercaribbean.com.

About AriZona

AriZona Beverages USA LLC was founded in Brooklyn in 1971 by Don Vultaggio and John Ferolito and to this day remains a privately held and family-run American business based in Woodbury, NY. AriZona Beverages—makers of AriZona Iced Tea, waters, juices, energy drinks, sports drinks and powdered tea mixes —is the number one ready-to-drink tea in North America and has begun worldwide expansion starting with South America, Europe and Asia. AriZona’s mission is to create the highest quality products that not only look great, but also taste great and are affordable for people to buy. For more information, visit www.drinkarizona.com.