Momentum Pictures awards £9m media business to M2M

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

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 Harvey and Let The Right One In.

Forthcoming 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.