United International Pictures puts £28m media up for review

United International Pictures, the film distributor, is reviewing its £28 million media planning and buying account.

The business is currently held by Mediaedge:cia but UIP has invited agencies to pitch for the business.

UIP, which distributes films for the Hollywood studios Paramount, Universal and Dreamworks, has had hits this year with films such as 8 Mile and Lara Croft Tomb Raider: The Cradle of Life.

The review is being conducted by UIP's UK marketing team. It last called a review of its media in early 2001 only to call off the pitch to retain The Media Edge.

UIP's biggest spends this year have supported Johnny English, 8 Mile and American Pie: The Wedding. It spent more than £2 million promoting Johnny English and £1.5 million on both 8 Mile and American Pie.

The distributor's other media activity included a cross-media deal signed with Emap to promote the release of American Pie: The Wedding. The £250,000 deal included Emap properties that reach a 16- to 24-year-old audience such as FHM and Kerrang!.

Deborah Sheppard, UIP's director of marketing, was unavailable for comment.

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