Weinstein Co. taps Deep Focus for online initiatives

NEW YORK: The Weinstein Company, the latest venture of former Miramax bosses Bob and Harvey Weinstein, has tapped Deep Focus as its online AOR.

NEW YORK: The Weinstein Company, the latest venture of former Miramax bosses Bob and Harvey Weinstein, has tapped Deep Focus as its online AOR.

The agency will oversee all online media planning, creative advertising, and PR for the multimedia entertainment studio, which does not have a traditional AOR.

"We take whatever [promotional] content they have and work with it online," said Ian Schafer, founder and CEO of Deep Focus. The agency specializes in pitching stories to online outlets, as well as working with directors and actors to create pre-release materials for the web.

"There's a surplus of opportunity [online], but there isn't always a surplus of content," Schafer said.

Schafer added that studios were increasingly looking online for marketing initiatives because of better ROI measurement and the added attention mainstream media is paying to online initiatives. He also cited market research that shows repeat moviegoers are more likely to spend time online than watching television, where traditional movie promotion is focused.

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