IPG Mediabrands Launches Development and Entertainment Company Traverse32 (EXCLUSIVE)
Variety Staff Follow Us on TwitterIPG Mediabrands, the agency behind IFC’s new documentary “Dear Santa,” is launching Traverse32, a development and entertainment company aimed at flipping the script on traditional branded content.Much like “Dear Santa,” which was supported by the U.S. Postal Service, Traverse32 will develop, produce and distribute entertainment content in partnership with influential brands.Other notable projects from Mediabrands’ UM Studios in recent years include the 2018 AIDS documentary “5B,” the first brand-funded film to play at the Cannes Film Festival, and the 2020 release, “OSO: History of an Icon,” which premiered at the San Sebastian Film Festival and is now available on Amazon Prime Video.