Social media agency Spider has been hired by French cinema outfit The Allocine Group to promote its new English incarnation, Screenrush. Led by agency head Marc Berry, the account team will try to build interest in the site among online communities ahead of a full commercial launch.
'It is encouraging for the online PR and social media space that a company such as Allocine has chosen to invest in online communications so heavily for its UK expansion,' said Berry. He and his team will report to Allocine V-P of international Alexandra Ouzilleau.
The digital campaign will include seeding and blogging initiatives, supported by Spider parent company Mantra, which will conduct a brand and B2B programme for Screenrush. Both agencies are owned by marcoms group Loewy.
Allocine is France's number one entertainment website, with a 70 per cent market share and more than five million unique users per month. The Spider team will attempt to mirror this success in the UK, where Screenrush has 500,000 monthly users without any marketing to date.
The site allows users to book cinema tickets, view clips and trailers, read film news and rent DVDs through a partnership with online rental service MyMovieStream. Users can also look up cast and crew biographies from favourite films.