- Lucia Moses, Mediaweek

NEW YORK Seeking to leverage its roots in the entertainment business, Nielsen Business Media said it would launch a trade show and series of events around the movie industry.
 
Set to take place in Los Angeles in spring 2010, MovieWeek L.A. will be created by Nielsen’s Entertainment Group, whose brands include The Hollywood Reporter, Billboard, Backstage and ShoWest. The event series will look at the art, craft and business facets of creating movies, with an audience of film enthusiasts and movie industry professionals in mind.
 
“Just as Fashion Week celebrates and ignites the power of design and gives consumers the inside track to new styles and trends, MovieWeek will entertain and energize by bringing consumers inside the creative and production process with a spotlight on how movie brands drive an array of businesses including games and mobile applications,” said Gerry Byrne, the group's svp.

Nielsen has hired former OK! and Entertainment Weekly publisher Tom Morrissy’s newly formed consulting firm Morrissy + Vine to develop the event.

Adweek is a unit of the Nielsen Co.