(February 15, 2012) ROLLE, Switzerland — Infiniti, a luxury performance automotive brand from Japan, is sponsoring an international film festival celebrating East Asian cinema to be held at Coventry University, UK, from March 2 to 4.

This is the second year that the festival has run but the first time it has attracted a major sponsor. It is also the first time Infiniti has connected with the arts so publicly in the UK. 

Furthermore, the home of the festival — Coventry University’s Ellen Terry Building — is reverting to a picture palace for the first time since the Coventry Odeon closed its doors over 12 years ago.

The East Winds Film Festival promises to be even bigger and better than last year’s opening event, staged by the Coventry University East Asian Film Society (CUEAFS) in conjunction with Third Window Films. The three-day festival will include European premieres of major popular cinema and will be attended by celebrity guests from the world of East Asian film.

Andy Palmer, Infiniti executive vice president and holder of an honorary doctorate of technology from the University, said of Infiniti’s sponsorship: “Infiniti is proud of its Asian heritage; the culture runs deep in our brand DNA.  In addition, the modern, cutting-edge film that Festival seeks to promote is also a perfect fit for Infiniti’s promise of ‘Inspired Performance’ … and I am sure we will see many of those during the three days.  I am also looking forward to returning to Coventry and giving my personal support to the students.”

CUEAFS founder and Lecturer in Film and Visual Culture, Spencer Murphy, pictured above, said: “The films produced in East Asia over the past decade have galvanised international cinema with their originality and vitality, gaining plaudits from academics and film fans alike. This festival aims to raise awareness of East Asian cinema within Coventry and the wider area, while getting the younger generation involved with the genre, by letting the students host their own film festival.  We are delighted that our work has been recognised by Infiniti and we are looking forward to working with Andy and his team.”

For more information, including the full festival program visit www.eastwindsfilm.com.