Entertainment Studios, Inc. has launched a search for a new full-service agency partner to help promote its slate of feature films. The company's distribution unit Entertainment Studios Motion Pictures was created in late 2015 when serial entrepreneur ...
Entertainment Studios, Inc. has launched a search for a new full-service agency partner to help promote its slate of feature films.
The companyâ€™s distribution unit Entertainment Studios Motion PicturesÂ was created in late 2015 when serial entrepreneur Byron Allen acquired Freestyle Releasing, and it plans to expand domestically and internationally by releasing 17 films per year.
According to the companyâ€™s own estimates, the winner of this agency review will manage a $350 million annual budget promoting the movies, each of which will be screened in 1,500-4,000 North American theaters before moving to DVD and streaming services. (Entertainment Studios has related distribution deals with Lionsgate and Netflix, respectively.)
â€œWeâ€™re looking for an agency of record,â€ Allen told Adweek. â€œIt would be creative, planning and buying for traditional and digital media.â€ His company has worked with creative agencies in the past on a per-project basis butÂ now wants a long-term relationship. â€œI call it a five-year, multi-billion dollar account for the right agency,â€ Allen said.
That agencyâ€™sÂ first project will be marketing 47 Meters Down, a summer thriller starring This Is Us lead Mandy Moore, Claire Holt and several very hungry great white sharks. This fall, the studio will also release a social media-themed horror film called Friend Request.
Regarding the $350 million total, Allenâ€”who made his name in television and also acquired the African-American news site The Grio last summerâ€”estimates that each of his studioâ€™s 17 annual releases will come with a marketing budget of approximately $20 million.
â€œWe really have an opportunity to maintain an independent spirit but pursue [our expansion] aggressively like a mainstream studio,â€ Allen said. His company has begunÂ working with a group of consultants to manage the review, and he said that Entertainment Studios is less concerned with the winning agencyâ€™s location or familiarity with the film industry than with its â€œtalent, passion, commitment and partnership.â€
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