Tribeca Film Festival just announced that it will be introducing the Tribeca X Award, a new juried award category that focuses on branded entertainment. Submissions are open February 8 - March 4 for the new category that will "highlight the excellence, authenticity, originality and creativity in storytelling that is sponsored or underwritten by a brand." As an award that will recognize the best artist-brand collaboration of the past year, this decision is an exciting step in the right direction for future collaborations between film/video and other industries.The 15th annual Tribeca Film Festival will take place in New York this April 13-24, 2016.