Allied Launches African-American Division

Blacks-at-the-MoviesAllied Integrated Marketing, which executes marketing campaigns for entertainment clients including movie studios, video game companies and TV networks, has launched a new division, Allied Moxy, focused on African-Americans, the company announced Thursday.  

Moxy will focus on “earned media,” including social media and publicity, and will also work with grassroots organizations, according to Allied President Clint Kendall, who was quoted by DMnews.com as saying the new division was launched in response to growing demand from clients: “It’s an important demographic for our clients. Particularly for our movie clients, the African American demographic is a key audience for movie-going.”

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Allied Moxy is already working with Universal Pictures on marketing for “Snow White and The Huntsman,” which opens nationally on June 1st. The new African-American division joins other Allied marketing divisions focused on multicultural and niche audiences, including divisions targeting Hispanics and religious viewers. 

African-Americans buy movie tickets about 13.4 times per year, versus an overall market average of 11 times per year, according to a 2011 survey by BET, and are 22% more likely to have repeat viewings of a movie. In 2009, African-American moviegoers accounted for 21% of a total 1.3 billion tickets sold, according to a survey by the Motion Picture Association of America -- disproportionately more than their 12.6% share of the overall population.

Overall African-American spending power is expected to reach $1.1 trillion by 2015, according to the 2011 edition of The State of the African-American Consumer, a report produced collaboratively by Nielsen and the National Newspaper Publishers Association.

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