CDP secures task to promote rental and retail of MGM films

MGM Home Entertainment has appointed CDP to promote the retail and rental of all its films including the latest James Bond movie, Tomorrow Never Dies.

MGM Home Entertainment has appointed CDP to promote the retail and

rental of all its films including the latest James Bond movie, Tomorrow

Never Dies.



In its new role, CDP will oversee all aspects of mar-keting and advise

on the development of MGM brand extensions.



’There is a range of things we could do, from stunts to joint promotions

and above-the-line advertising,’ CDP’s head of account management,

Johnny Hornby, said. ’MGM will come to us with a marketing budget for a

film and we will come up with a solution - that’s what they bought

into.’



Hornby said the appointment followed CDP’s assignment on a trial basis

to handle the release of the digitally remastered Wizard of Oz last

year. Previously, the bulk of MGM’s European retail and rental

distribution was handled by Warner Brothers.



Total marketing budgets for retail and rental are expected to reach

pounds 8 million this year, with about pounds 2 million going above the

line. CDP will plan and buy all media.



Bruno Carlson, the vice-president of sales and mar-keting for MGM Home

Entertainment, said: ’What really impressed us was not simply CDP’s

capabilities across the breadth of communications disciplines, but the

unique way in which it manages integration strategically and

creatively.’