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What's Pop'n Snacks Named Official Snack of the NBA Summer League Film Festival Through New Partnership with Hidden Empire Film Group

Las Vegas, NV — July 16, 2026 — What's Pop'n Snacks, the premium gourmet popcorn brand co-founded by NBA Champion James Posey and led by CEO Scott Hale, is proud to announce a new partnership with the NBA Summer League Film Festival and Hidden Empire Film Group, becoming the Official Snack of the Festival.

The partnership marks the beginning of what both organizations envision as a long-term collaboration focused on celebrating creativity, community, and culture at the intersection of sports, entertainment, and independent filmmaking.

The NBA Summer League Film Festival has quickly become one of the most exciting platforms for emerging storytellers, bringing together filmmakers, athletes, executives, and entertainment leaders during one of basketball's biggest weeks. With Hidden Empire Film Group's innovative vision and commitment to elevating diverse voices, the festival continues to redefine how independent films are discovered and celebrated.

What's Pop'n was built on the same philosophy—bringing people together through unforgettable experiences. Whether it's fans cheering courtside, families enjoying movie night, or creators premiering their latest projects, great moments deserve a great snack.

"This partnership is about much more than popcorn," said Scott Hale, CEO of What's Pop'n Snacks. "Hidden Empire Film Group is creating something truly special by challenging the traditional filmmaking model and giving talented creators a platform to be seen. We're honored to be part of that journey as the Official Snack of the NBA Summer League Film Festival, and we believe this is just the beginning of a relationship that will continue to grow alongside the festival for years to come."

As the festival expands its reach and influence, What's Pop'n plans to play an increasingly active role in enhancing the attendee experience through branded activations, exclusive flavors, fan engagement opportunities, and collaborative programming that celebrates both sports and entertainment.

"This festival is disrupting the way filmmakers connect with audiences and industry decision-makers," Hale added. "We love partnering with organizations that think differently, and Hidden Empire has built something that is only going to become bigger, more influential, and more impactful each year. We're excited to grow together."

Known for its bold flavors, premium ingredients, and commitment to delivering a memorable snacking experience, What's Pop'n has quickly gained momentum through partnerships across sports, entertainment, airports, and live events. The collaboration with Hidden Empire Film Group further reinforces the brand's mission to create experiences that bring people together—one bag of popcorn at a time.

As the NBA Summer League Film Festival continues to evolve into a premier destination for filmmakers and entertainment professionals, What's Pop'n looks forward to helping fuel the conversations, screenings, and unforgettable moments that define the festival experience.

About What's Pop'n Snacks

What's Pop'n Snacks is a premium gourmet popcorn company co-founded by three-time NBA Champion James Posey and led by CEO Scott Hale. Built on the belief that great moments deserve great snacks, the company creates handcrafted gourmet popcorn that delivers bold flavor, premium quality, and a fun, unforgettable experience. From sporting events and entertainment venues to retail locations nationwide, What's Pop'n is committed to bringing people together one handful at a time.

About Hidden Empire Film Group

Hidden Empire Film Group is an award-winning film and television production company dedicated to producing bold, culturally impactful entertainment while creating opportunities for emerging voices in the industry. Through the NBA Summer League Film Festival, Hidden Empire continues to build a groundbreaking platform where sports, film, and storytelling converge, connecting creators with audiences and industry leaders in a truly unique environment.