Hollywood pictures firm brings in Binns' Adventis

International Images, a start-up company selling the image rights of bygone Hollywood stars, is using Peter Binns's new outfit, Adventis Financial PR, to handle an unusual City and consumer campaign.

This month's AIM listing of International will be the first for Adventis and Binns, whose agency, Binns & Co, went into administration earlier this year, with some assets being bought by Parkgreen Communications (PRWeek, 23 June).

Veteran City PR man Binns is now back in business with Adventis Financial, a newly established arm of media and ad group Adventis - which Binns & Co used to advise.

International Images owns the intellectual property rights to a range of photographic portfolios, including MGM's photographic library of unpublished film images, and some Playboy pictures.

"We are positioning International Images as an unusually interesting company with an experienced management,' said Adventis director Tarquin Edwards, who previously worked at Binns & Co. ‘With no trading record, we are emphasising the independent valuation placed on a portion of International Images' portfolio of pictures."

Following International's float, Adventis will run a consumer-focused account aiming to boost portfolio sales. It will include exhibitions, sponsored events and multi-city tours.

Adventis also hopes to open a small-screen cinema, showing films featuring stars in the MGM portfolio, such as Marilyn Monroe, Sammy Davis Jnr and Jack Lemmon.

Although International expects to make a loss this year, Daniel Stewart, the company's broker, expects it to become profitable as early as next year.

The image publications market is estimated to be worth £6bn a year.

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