Lionsgate has tapped Mindshare as its media planning and buying agency of record. Mindshare’s office in Santa Monica, Calif., will handle media planning and buying activities for theatrical features as well as all home entertainment releases by Lionsgate, Summit, Roadside Attractions and Pantelion Films.
“By combining our media related services in one company, Lionsgate will immediately see significant savings which will impact the studio’s bottom line, achieve economies of scale that can be leveraged across our feature film entities and allow us additional resources to market and distribute our films in North America,” said Co-Chairmen Rob Friedman and Patrick Wachsberger.
Lionsgate began its media buying agency review process this past September following the integration of Summit Entertainment into the Lionsgate family. Lionsgate and Summit originally used two different agencies but decided to combine all activities under one agency’s purview to increase efficiencies and cost savings. Three agencies were invited to present their services, including the two incumbents, Initiative Media and Mindshare, and Horizon Media.