Fest will award a $15,000 prize to one of seven feature films to be screened at the event, and $5,000 to one of seven shorts.
Wrigley will pony up an additional $40,000 for separate Gen Art competitions focused on music, fashion and art, fest prexy Jeffrey Abramson said.
Separately, Gen Art tapped fest circuit vet Mary Kerr director of programming for the 2003 run. Kerr has worked as a programmer, screener and consultant for the Sundance and Los Angeles film festivals and the Independent Feature Project.
Gen Art officially opened its doors to submissions Tuesday; the early deadline for prospective entries is Dec. 20. The fest will run seven nights beginning April 2 at New York's Loews Lincoln Square and Loews 34th Street theaters.
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