LOS ANGELES: Movielink, the downloadable-film service that is backed by major studios, has chosen mPRm as its AOR.
Launched five months ago, Movielink is Hollywood's strongest foray into digital distribution. MGM, Paramount, Warner Bros., Sony, and Universal back the service.
While Movielink was highly anticipated by the entertainment and business press, it has kept a low profile through its initial launch. The mPRm deal marks a turning point in the marketing strategy, with a big advertising and PR push expected in the next few months.
"Movielink is looking to really build a consumer brand," explained mPRm SVP Julie Gladders, who is in charge of the account. "In its initial launch, it was important to focus on technology, security, and digital-rights management. Now that it has expanded its content, it's looking to do a consumer push."
MPRm began that consumer effort with a media tour aimed at business and trade press with Movielink CEO Jim Ramo, which led to clips in outlets such as CBS MarketWatch. MPRm has future plans based around holidays such as Father's Day, and a push with travel press.
Movielink previously used San Francisco-based Outcast Communications.