• by Wayne Friedman , September 11, 2008

Looking to promote their own specific entertainment marketing interests, a new group based in Hollywood, Calif. has formed the Association of Entertainment Marketing Agencies.

 

Over two dozen entertainment marketing agencies--sometimes called entertainment ad boutiques, given their size--focused on creative advertising for TV, print, trailers, one-sheets and the Internet for movie studios and TV networks have created AEMA to promote industry awareness and collaborate on technological innovation. The new industry group hopes to establish creative standards and work on anti-piracy, among other efforts.

Bob Farina, the co-founder of the Cimarron Group, will serve as AEMA's chairman.

This is not the only entertainment marketing association in Los Angeles. Since 1991, ERMA, the Entertainment Resources and Marketing Association, has been in operation.

ERMA says its members include a broader range of entertainment marketing executives, such as entertainment marketing agencies, studio marketing executives, branded entertainment, product placement and product-integration executives and promotional marketing executives.

Some of the Hollywood-based entertainment marketing boutiques that have signed on to AEMA include Crew Creative, Craig Murray Prods., In Sync Advertising, the Ant Farm, Trailer Park, Anticipation Group, Intralink, Ignition Creative, Cimarron Group, Bemis Balkind, Buddha Jones, Flyer Entertainment and Toy Box Entertainment.

Another AEMA goal is to provide better benefits for employees, as well as to educate its members on current laws and regulations.

In making a firm link to the Hollywood community--in terms of theatrical marketing efforts--the group says at least one client for each company must be a member of the Motion Picture Association of America.