LONDON: The UK arm of Columbia Tristar Films has tapped the Haygarth Group to develop an Internet-driven communications program for upcoming UK releases of Erin Brockovich and other films.
LONDON: The UK arm of Columbia Tristar Films has tapped the
Haygarth Group to develop an Internet-driven communications program for
upcoming UK releases of Erin Brockovich and other films.
The agency has been charged with data capture as part of a
relationship-marketing scheme. The data-capture mechanisms within the
films’ Web sites (some of which are to be designed by Haygarth) will
enable Columbia Tristar to target specific consumer groups via the
collection of information on the cinema-going habits of site
’It will be an e-mail-led program,’ said Haygarth’s Brooke Hunter, who
will direct the account. ’We’re being quite open about it. We are saying
’give us the information and we will send you information about films
you are interested in.’’
Hunter will report directly to Columbia Tristar marketing director
Stuart Williams, who joined the studio in January from Haygarth client
’We are keen to develop a Web presence in the UK as a studio, but not to
communicate in a purely passive way about films,’ Williams
Hunter added that Haygarth will also be looking to partner with other
companies. Devices such as on-pack promotions will be used to complement
the online components of the various campaigns.
Haygarth’s first Web site is for the Julia Roberts vehicle Erin
Columbia Tristar’s other major movies this year include Snatch, director
Guy Ritchie’s follow-up to Lock, Stock and Two Smoking Barrels.
Columbia Tristar has also appointed Phipps PR to handle a publicity
campaign for its family film Stuart Little, scheduled for summer release
in the UK. The film has taken in nearly dollars 130 million at the US