Paramount Pictures UK has called in the agency to handle digital PR for its home entertainment division.
Shine will promote forthcoming DVD releases by targeting influential bloggers and creating buzz on the web.
The agency has worked with the film producer and distributor for more than five years, but it was managing offline media relations.
Paramount Pictures marketing director Richard Clarkson said he had expanded Shine’s brief to achieve a more unified message: ‘We wanted more seamless communications and to make sure our online and offline messages were the same.
‘Digital communications is getting more important as the media become more fragmented – you can start to target customers individually.’
Paramount has used agencies including Greenroom Digital to handle online PR for its new releases in the past, and Way To Blue handles digital PR for the studio’s cinema releases.
Clarkson said Shine had picked up the business because it had recently ‘stepped up its digital offering’.
Shine’s head of digital Scott Williams will head up the account. He joined the agency at the end of last year from Google, where he was senior industry head of media and entertainment. He reports to Shine director Chris McCafferty, former European PR chief for MySpace.
Greenroom Digital will continue to work with the Paramount marketing teams in charge of other digital work, including building digital assets for retail customers.
The Shine account is for UK and Ireland. DVD releases on the horizon include Revolutionary Road, Madagascar 2, Star Trek and Transformers 2.