Empire Film Group in $5 mn advertising pact with Tradewell


Mumbai: Empire Film Group has entered into an agreement with Tradewell Media of New York for the placement of more than $5 million of media advertising as a key component of Empire’s support campaign for upcoming theatrical, DVD and book releases this fall.

Tradewell will act as the advertising agency of record for all of Empire’s television, billboard, magazine and radio advertising needs, with newspaper and internet placement agencies still being reviewed by Empire. Media services to be provided by Tradewell include national and spot market cable television, long lead magazines, national radio spots and key market billboards. The agreement was negotiated between Tradewell Media and World Trade Corporation president William S. Steinberg, with Empire Home Entertainment CEO Eric Parkinson, the distribution division of Empire Film Group.

"We’re very pleased to have the Tradewell team handling these key elements of our advertising campaigns for Empire products," said Parkinson. "Over the years, they have demonstrated unique skills in maximizing media dollars and delivering effective, targeted consumer reach. The value of impressions to cost is more than three-to-one, delivering the same level of visibility that could cost as much as $15 million if purchased through traditional sources or direct placements."

One of the first releases to benefit from the Empire – Tradewell venture is Hounddog, opening at theaters on 5 September. Hounddog stars Dakota Fanning, Robin Wright-Penn and David Morse, and is slated for release in the top forty US markets. Empire has three additional theatrical titles for release in the third and fourth quarters of 2008 which will benefit from the Tradewell venture, as well as four new book releases and fifteen new DVD titles.

"We’re very pleased with the ratio of results to cost available by placing our ad campaigns with Tradewell," said Empire Film Group CEO Dean Hamilton-Bornstein. "We strive to achieve maximum results in all our endeavors, and feel that the leveraging available under this structure delivers the best value for our advertising dollars."

The advertising pact calls for the placement of more than $5 million worth of advertising via Tradewell, which is an expansion of a prior agreement covering approximately $2 million worth of media specifically in support of the Hounddog release.