Lionsgate’s Motion Picture Group has named Horizon Media its media agency of record for its theatrical and home entertainment business, the studio announced.
Horizon Media, the largest U.S. media agency according to AdAge Data Center 2022, will be responsible for developing and executing innovative, creative media strategies, planning, buying, data and analytics across all media channels, according to Lionsgate.
“Among the factors in making the decision, Lionsgate was impressed and persuaded by Horizon Media’s blu., the agency’s proprietary data platform, empowering their advanced analytical capabilities to target individuals, personalize messaging, and engage moviegoers based on more than 11,000 deterministic attributes, resulting in actionable intelligence across all media and marketing channel,” according to Lionsgate.
“Horizon’s data-driven approach, coupled with their experience in theatrical and entertainment marketing as the driver behind many innovative and successful campaigns, made the difference for us,” Adam Fogelson, vice chair of Lionsgate’s Motion Picture Group, said in a statement.
“Lionsgate has a history of challenging convention — of cutting against industry norms — to distinguish themselves in an increasingly crowed entertainment industry,” said Karen Hunt, president, Western region, at Horizon Media, in a statement. “Lionsgate has produced some iconic films and has an amazing slate ahead. We’re excited to start work with Adam and his entire team — putting our ‘Business is Personal’ approach to work.”