Film studio taps Haygarth

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.

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

visitors.



’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

CIC Video.



’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

explained.



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

Brockovich.



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

box office.



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