Editing General Electric (section)

===Marketing initiatives===
{{see also|General Electric Theater}}

Between September 2011 and April 2013, GE ran a [[content marketing]] campaign dedicated to telling the stories of "innovators—people who are reshaping the world through act or invention." The initiative included 30 3-minute films from leading documentary film directors ([[Albert and David Maysles|Albert Maysles]], [[Jessica Yu]], [[Leslie Iwerks]], [[Steve James (producer)|Steve James]], [[Alex Gibney]], [[Lixin Fan]], [[Gary Hustwit]] and others), and a user-generated competition that received over 600 submissions, out of which 20 finalists were chosen.<ref>{{cite web|last=Fera|first=Rae Ann|title=GE Tells The Stories Of The World's Innovators With "Focus Forward"|url=http://www.fastcocreate.com/1682858/ge-tells-the-stories-of-the-worlds-innovators-with-focus-forward|publisher=Fast Co.Create|date=April 26, 2013|access-date=July 10, 2013|archive-url=https://web.archive.org/web/20130713123041/http://www.fastcocreate.com/1682858/ge-tells-the-stories-of-the-worlds-innovators-with-focus-forward|archive-date=July 13, 2013|url-status=live}}</ref>

''Short Films, Big Ideas'' was launched at the 2011 [[Toronto International Film Festival]] in partnership with [[Morgan Spurlock|cinelan]]. Stories included breakthroughs in [[water treatment|Slingshot (water vapor distillation system)]], cancer research, energy production, pain management, and food access. Each of the 30 films received world premiere screenings at a major international film festival, including the [[Sundance Film Festival]] and the [[Tribeca Film Festival]]. The winning amateur director film, ''The Cyborg Foundation'', was awarded a {{US$|100000}} prize at the 2013 Sundance Film Festival.<ref>{{cite web |last1=Patten |first1=Dominic |title=Sundance: 'Cyborg Foundation' Wins Focus Forward Filmmaker Competition |url=https://deadline.com/2013/01/sundance-cyborg-foundation-wins-focus-forward-filmmaker-competition-410386/ |website=Deadline |date=January 23, 2013 |access-date=July 10, 2018 |archive-url=https://web.archive.org/web/20180710225145/https://deadline.com/2013/01/sundance-cyborg-foundation-wins-focus-forward-filmmaker-competition-410386/ |archive-date=July 10, 2018 |url-status=live }}</ref> According to GE, the campaign garnered more than 1.5&nbsp;billion total media impressions, 14&nbsp;million online views, and was seen in 156 countries.<ref>{{Cite web|url=https://www.fastcompany.com/1682858/ge-tells-the-stories-of-the-worlds-innovators-with-focus-forward|title=GE Tells The Stories Of The World's Innovators With "Focus Forward"|last=Fera|first=Rae Ann|date=April 26, 2013|website=Fast Company|language=en-US|access-date=June 16, 2019|archive-url=https://web.archive.org/web/20190616135010/https://www.fastcompany.com/1682858/ge-tells-the-stories-of-the-worlds-innovators-with-focus-forward|archive-date=June 16, 2019|url-status=live}}</ref>

In January 2017, GE signed an estimated $7&nbsp;million deal with the [[Boston Celtics]] to have its corporate logo put on the [[National Basketball Association|NBA]] team's jersey.<ref>{{Cite web|url=https://nypost.com/2017/01/25/general-electric-inks-deal-to-put-logo-on-boston-celtics-jerseys/|title=General Electric inks deal to put logo on Boston Celtics jerseys|last=Atkinson|first=Claire|date=January 26, 2017|website=New York Post|access-date=January 28, 2017|archive-url=https://web.archive.org/web/20170128213143/http://nypost.com/2017/01/25/general-electric-inks-deal-to-put-logo-on-boston-celtics-jerseys/|archive-date=January 28, 2017|url-status=live}}</ref>