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.
