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Imagine if the ad men from the "Mad Men" era were to put down their drinks and make documentaries. That probably wouldn't have happened back in the day, but one longstanding ad giant is giving it a go.

Ogilvy & Mather's entertainment divisions are creating feature-length movies that don't advertise anything. At least not in the traditional Madison Avenue sense.

Their civil rights documentary, "Booker's Place: A Mississippi Story," premiered earlier this year and continues to gain recognition. An "NBC Dateline" segment called "Finding Booker's Place" airing Sunday will revisit the project.

Ogilvy Entertainment's Aisle C Productions produced "Escape Fire: The Fight to Rescue American Healthcare," which premiered at the Sundance Film Festival and will be released in October by Roadside Attractions.

The expanding definition of content has moved Ogilvy and other ad houses into longer-form works that don't push product, creatives say.

"I think that there's a lot of value...

Tribeca Film will release The Giant Mechanical Man, Death Of A Superhero, and Sleepless Night nationwide via video-on-demand during the Tribeca Film Festival, which runs April 18.29. The films are each an official selection of the Festival and feature notable actors such as Jenna Fischer, Topher Grace, Malin Akerman, Tomer Sisley, Andy Serkis and Thomas Brodie-Sangster.

Tribeca Film also announced it has acquired North American rights to Booker.S Place: A Mississippi Story, rounding out its selection of titles to be released during the Festival. Booker.S Place is a riveting documentary offering a wholly original perspective on the Civil Rights struggle through its subject, Booker Wright. The film is directed by Raymond De Felitta and produced by eyepatch productions, the independent in-house production company of Ogilvy & Mather, New York. The deal was negotiated by Nick Savva, Director of Acquisitions for Tribeca Film, and Steven Beer of Greenberg Traurig, Llp, on...

Tribeca Film announced Monday the four titles it will release on VOD during the 2012 Tribeca Film Festival: The Giant Mechanical Man, Death of a Superhero, Sleepless Night and Booker's Place: A Mississippi Story, a documentary whose North American rights the company recently acquired. The festival runs April 18-29 in New York City. Story: Tribeca Film Festival Announces 2012 Competition Lineup Directed by Raymond De Felitta, Booker's Place looks at the fight for civil rights through the life of Booker Wright. De Felitta and David Zellerford produced the Eyepatch Productions project. Tribeca Film's Nick Savva negotiated the deal with

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New York, NY (March 19, 2012) – Tribeca Film today announced that it will release The Giant Mechanical Man, Death Of A Superhero, and Sleepless Night nationwide via video-on-demand during the Tribeca Film Festival, which runs April 18-29. The films are each an official selection of the Festival and feature notable actors such as Jenna Fischer, Topher Grace, Malin Akerman, Tomer Sisley, Andy Serkis and Thomas Brodie-Sangster. Tribeca Film also announced it has acquired North American rights to Booker’S Place: A Mississippi Story, rounding out its selection of titles to be released during the Festival. Booker’S Place is a riveting documentary offering a wholly original perspective on the Civil Rights struggle through its subject, Booker Wright. The film is directed by Raymond De Felitta and produced by eyepatch productions, the independent in-house production company of Ogilvy & Mather, New York. The deal was negotiated by Nick Savva, Director of Acquisitions for Tribeca Film,...