Tribeca Film Festival co-founder Jane Rosenthal, Madison Avenue Bid President Matthew Bauer, and Commissioner Katherine Oliver promote the Movies on Madison initative

By Kwame Patterson
May 1, 2007 - The first ever "Movies on Madison" was kicked off on April 18 on a press walk with Commissioner Katherine Oliver of the Mayor's Office of Film, Theatre and Broadcasting and Jane Rosenthal, co-founder of the Tribeca Film Festival.

The walk was a joint salute to the 40th Anniversary of the Mayor's Office of Film, Theatre & Broadcasting (MOFTB) and the Tribeca Film Festival. Windows of participating Madison Avenue boutiques from 57th Street to 86th Street, also spotlighted films that were showing at this year's festival (April 25 - May 6) as part of the walk.

"It's only right to combine the worlds of fashion and film in New York City," said Commissioner Oliver during the press walk. "Our office is honored to be a part of this." The event was sponsored by Tribeca Film Festival Founding Sponsor American Express and presented by the Madison Avenue Business Improvement District (BID). American Express will donate a portion of all sales on the American Express® Card at boutiques participating in the event to two very worthy causes: the Tribeca Film Institute and the Madison Avenue Business Improvement District, up to $30,000.

The donation will be based upon $0.25 per valid Card transaction at participating boutiques located on Madison Avenue. Donation is not tax deductible for Card members.