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Gerard Butler GALS

New Ad Agency for FilmDistrict/Playing for Keeps first up

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FilmDistrict relocated its marketing group this year and now has changed media agencies. Both are now based on the West Coast. The Los Angeles office of Horizon Media will handle the planning and buying of media for the film distribution company, whose marketing hub in the spring shifted to Los Angeles from New York. In addition, Horizon, under general manager Serena Duff, will provide market research.

The assignment came after a review in which there were three finalists. The other two contenders were not disclosed.

Media spending is projected at more than $100 million next year. That would represent a significant increase from last year’s total, which exceeded $60 million, according to Nielsen.

On average, FilmDistrict releases about eight movies a year. Its latest was Looper, a thriller starring Bruce Willis that came out last week. Upcoming releases include a remake of Red Dawn in November and Playing For Keeps in December. The latter stars Gerard Butler, Uma Thurman, Jessica Biel, Catherine Zeta-Jones and Dennis Quaid.

When FilmDistrict’s marketing executives were in New York, Publicis Groupe’s Optimedia handled the account. The new agency’s first assignment will be Playing For Keeps.

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