UIP reviews £27m media brief at Mediaedge:CIA

Film distributor United International Pictures (UIP) is reviewing its £27m media planning and buying film releases account with Mediaedge:CIA.

Film distributor United International Pictures (UIP) is reviewing its &£27m media planning and buying film releases account with Mediaedge:CIA.

UIP is a joint venture to distribute films for three major Hollywood studios – Paramount, Universal and Dreamworks. The review is being overseen by director of marketing Deborah Sheppard.

The company has enjoyed a run of hits recently, including American Pie: The Wedding and Johnny English, while forthcoming releases include Ned Kelly and The Italian Job. It released 27 films in 2002.

In July UIP gave American Pie: The Wedding the distributor’s biggest individual film promotional budget of &£1.5m. The distributor made its first exclusive cross-media deal for the film, making EMAP its media partner. The deal involved all EMAP properties aimed at the film’s 16- to 24-year-old target audience such as FHM and More. Mediaedge:CIA also struck a deal in July to turn The Sun Online’s red top logo green for 24 hours in support of the film Hulk.

UIP is one of the distributors Stelios Haji-Ioannou names as withholding first run films from his easyCinema venture in Milton Keynes. EasyCinema has secured a first run film from 20th Century Fox called Down With Love, but Haji-Ioannou is still taking legal advice on whether he has an anti-trust case against the distributors.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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