Momentum Pictures awards £9m media business to M2M

LONDON - Momentum Pictures, the UK film distribution company, has appointed M2M, the Omnicom-owned media agency, to handle its £9m media planning and buying business.

Last Chance Harvey: distributed by Momentum
Last Chance Harvey: distributed by Momentum

The appointment follows a pitch against the incumbent, Target Media, and Arena BLM, after the Momentum marketing director, Jamie Schwartz, called a review last September.

Momentum, which is currently marketing the cinema release of '44 Inch Chest', starring Ray Winstone, has built a reputation for innovation in its approach to media.

Last year, its activity included a deal to promote the release of the action thriller Law Abiding Citizen on Microsoft's Xbox Live platform. It also agreed a deal with the TV channel Bravo to change the channel's idents to support the sci-fi release Outlander.

M2M will handle media planning and buying for both Momentum's cinema and DVD releases. Recent Momentum-distributed hits have included 'Milk', 'The Young Victoria', 'Last Chance Harve'y and 'Let The Right One In'.

Forth cinema launches include the thriller 'Area 51' and three films based on Stieg Larsson's 'Millennium' trilogy books, starting with the release of 'The Girl With The Dragon Tattoo' in March.

Momentum's DVD releases include the CSI boxsets and the horror film 'Cradle Will Fall'.

Schwartz was unavailable for comment.