Chicago Sun-Times
Lewis Lazare follows Chicago media and marketing news

Recently in Altar Films Category

Karen1.jpgGlamorama, the annual Macy's fashion extravaganza on Friday that traditionally kicks off (early) the fall social season, is going in a different direction this year in the choice of an institution the evening will benefit. For the first time in a decade, the principal beneficiary won't be the Art Institute of Chicago, but Ronald McDonald House Charity, which has on the planning board a new house scheduled to open just off Michigan Avenue in Streeterville in 2012. When completed, it will be the world's largest Ronald McDonald House.

Glamorama attendees at the Chicago Theater will see a moving four-minute tribute to the Ronald McDonald House effort and its mission. The film was produced by west coast-based Rebar Partners in conjunction with Chicago's Altar Films. The film is a touching montage of comments from parents of sick children who have stayed at a Ronald McDonald House facility coupled with observations from RMHC executives. Perhaps the most telling comment of the lot, which is also the film's title, comes from one parent who says of a Ronald McDonald House: "The best place I never want to come back to."

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Lewis Lazare has written the Media Mix column for the Chicago Sun-Times for the past seven and a half years.

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