Silvercrest to serve as presenting sponsor of Palm Springs International Film Awards

The Palm Springs International Film Society announced Friday that it will be forging a multi-year relationship with local corporate leader Silvercrest to serve as the new presenting sponsor of the Palm Springs International Film Awards.

What is Silvercrest? And is it based in the Coachella Valley?

Silvercrest is a Palm Springs-based data and technology driven advertising agency serving more than 200 clients, according to its website. The sponsorship developed as part of Silvercrest and the Film Society’s collaborative partnership with Oak View Group, which owns and operates Acrisure Arena in Palm Desert.

"Recognizing their reputation as one of the preeminent advertising and marketing firms in the Coachella Valley, we are very excited that Silvercrest will be a presenting sponsor of our Film Awards," Festival Chairman Nachhattar Singh Chandi said in a statement. "Given Silvercrest’s expertise in bringing attention to a breadth of worthy brands, including those in the entertainment space, we look forward to collaborating with them on this partnership."

William Rodriguez, the founder and chief executive officer of Silvercrest Advertising, said in a statement: "We are honored to be a part of the Palm Springs International Film Awards that celebrate the best-of-the-best in cinematic storytelling and shine a light on our local community."

What is the Palm Springs International Film Festival?

The Palm Springs International Film Festival and Film Awards have become internationally renowned events that mark the start of awards season each year. Nearly all of the honorees at the 2024 Film Awards went on to receive Academy Award nominations, and several won, including Billie Eilish and Finneas O’Connell , Cillian Murphy , Da’Vine Joy Randolph and Emma Stone .

When is the Palm Springs International Film Festival?

The 36th annual Palm Springs International Film Festival is scheduled for Jan. 2-13, 2025.

When are the Palm Springs International Film Awards?

The Film Awards will take place Friday, Jan. 3, though they have typically taken place on a Thursday evening.

Ema Sasic covers entertainment and health in the Coachella Valley. Reach her at ema.sasic@desertsun.com or on Twitter @ema_sasic.

This article originally appeared on Palm Springs Desert Sun: Silvercrest to serve as presenting sponsor of Palm Springs International Film Awards