Entertainment studio Lionsgate UK, the movie company behind John Wick, The Hunger Games, Twilight, Saw and Now You See Me, has appointed media agency Arena Media UK to handle all media planning and buying across the UK and Ireland.
The agency, which landed the brief following a competitive pitch run by The Aperto Partnership, will develop tailored media strategies for upcoming film releases including highly anticipated The Housemaid’s Secret, The Resurrection of the Christ (pictured), The Debut and Day Drinker while building a cohesive approach that strengthens Lionsgate’s presence in the UK market.
Lionsgate UK regularly releases a diverse range of theatrical films, complemented by a slate of multi-platform and direct-to-streaming titles. The Housemaid was a blockbuster $400m global success for the studio and the start of a major new franchise.
Arena Media’s integrated strategy will span TV, out-of-home, cinema, digital video, social and search, with access to specialist entertainment capabilities housed across Havas Media Network.
The agency will deploy bespoke audience planning and measurement tools built specifically for film marketing, powered by Havas’ proprietary Converged.AI technology.
Lionsgate UK, VP head of marketing Joe Palmer said: “We were fortunate to see a number of strong agency responses throughout the review process, but Arena consistently impressed us with their energy and creativity.
“They brought together entertainment sector expertise and the ability to balance proven strategic frameworks with tailored creative thinking while building learnings over time. That combination resonated strongly with our team. We’re thrilled to be kicking off this partnership and are excited about the opportunities ahead.”
Arena Media UK managing director Hamid Habib added: “Lionsgate is home to some of the most iconic portfolios in global entertainment. Joe and the Lionsgate team’s appetite to create work as exciting as their releases really captured our imagination during the pitch process. Entertainment is in our DNA and we cannot wait to put huge cultural momentum behind their upcoming releases.”
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