French film distributor holds review

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PARIS--French cinema distributor/producer UGC has heard pitches from a number of agencies as part of an effort to create a new marketing strategy for its film launches in France and abroad.

In addition to being a film producer, UGC operates 328 screens in 42 cinemas complexes across France as well as cinemas in other European countries, including Belgium, Ireland and the U.K.

Until now, UGC has given its film launch business to a variety of French agencies on a case-by-case basis. The ongoing consultation aims to implement a more harmonized approach "through the choice of two or three agencies that will work with us on all projects from the inception, through the screenplay process and on to filming and post-production," says UGCCommunications Director Catherine Vincent.

Those in the running for the combined cinema promotion business are Paris agencies Australie, Enjoy Scher Lafarge, Hemisphere Droit, Publicis et Nous, DDB Les Arts, Callegari Berville, Institutional Design, Louis XIV and Mogador.

UGC will produce and distribute 15 to 20 films per year starting in 2000. Ms. Vincent says the agencies chosen in the ongoing competition will be charged with devising "global communications strategies" for film launches, including strategic planning, communication and both media and non-media planning. "We want to work with a single agency per film because it seems the best way to keep the publicity focus on a single message from the beginning," Ms. Vincent says.

Copyright November 1999, Crain Communications Inc.

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