A High-Meow Approach to Cat Videos

OAKLAND, Calif., Oct. 24, 2012 /PRNewswire/ -- Put on an ascot and grab a vente cup of fairly traded, shade grown coffee.  It's time to watch cat videos.

While the film world gathers in Park City, Utah this January to celebrate the best of independent film, the makers of Fresh Step^® litter will be on hand to celebrate the best films about the most independent subjects: Cats.  Fresh Step litter is launching the Catdance Film Festival, a celebration of the cat video phenomenon… with a little twist.  Rather than screening camera-phone videos of cats doing kooky things, Fresh Step will be going art house by featuring original, scripted shorts. 

Fresh Step launched the campaign today by screening three original shorts at Freshstep.com, including the humorous spy spoof The Trials and Tribulations of Patrick Chesterfield II, the modern-day romance A Cat in Love, and a celebration of the cleverness of cats called Covetous Cat. Fresh Step will be adding a new, original movie on the site each week through the end of the year. 

"Cats are so unpredictable and quirky that people can't help trying to divine what's going on in their hopelessly cute little heads," said Dana Ginsburg, brand manager for Fresh Step litter.  "And what better way to delve into the complex psyche of cats than through independent, art-house film.  With the Catdance Film Festival, we are going to give cat videos the stage they deserve by placing them side by side with the best in independent, non-cat films."    

Filmmakers Vie To Win A Trip To Park City, Utah

Besides the three movies on freshstep.com now, Fresh Step will be screening at least seven other original films over the next several months.  In addition, Fresh Step is asking filmmakers of all skills to take a shot and submit their own original, scripted cat short (less than four minutes).  A panel of judges will review all the entries and award five finalists with a trip to an official screening on Jan. 19, 2013 in Park City, Utah – right in the midst of the famous independent film festival.  Fresh Step litter is hosting the screening and using the Catdance Film Festival name with permission, but is not an official sponsor of the Sundance Film Festival. 

After the screening, Fresh Step litter will turn the voting process over to the fans.  The original cat short that earns the most votes between Jan. 20, 2013 and Feb. 28, 2013 will be named the Viewer's Choice winner and the filmmaker will receive a $10,000 prize. 

For more information about the Catdance Film Festival visit freshstep.com.

The Clorox Company
Fresh Step litter is a brand of The Clorox Company, a leading manufacturer and marketer of consumer products with 8,400 employees and fiscal year 2012 revenues of $5.5 billion. Clorox markets some of the most trusted and recognized brand names, including its namesake bleach and cleaning products, Clorox Commercial Solutions®, Clorox Healthcare™ and Dispatch® products, Green Works® naturally derived home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Kingsford® charcoal, Hidden Valley® and K C Masterpiece® dressings and sauces, Brita® water-filtration products, Glad® bags, wraps and containers, and Burt's Bees® and gud™ natural personal care products.

SOURCE Fresh Step Litter