Miramax: That’s A Wrap!

MVBMS in the Can for Tristate Media Buying
NEW YORK–Miramax Films here has chosen a new partner to buy print media in New York, New Jersey and Connecticut–the studio’s largest market. Sources estimated the account to be worth $25-35 million.
Messner Vetere Berger McNamee Schmetterer/Euro RSCG beat fellow New York shop Deutsch in a review that began in late April and ended with the signing of a contract last week, said John Fahy, creative director and vice president of advertising at the client. The new agency takes over for Harvest Communications, which handled the account for five years.
Fahy, who visited 10 shops during the review, was impressed by MVBMS’ staffers and their work for MCI in particular. “I really liked the people. I felt like they really understand our business,” Fahy said.
Miramax creates its own advertising with help from production companies. MVBMS, however, will also get some creative assignments, Fahy said. For example, Miramax uses outside resources to edit movie trailers and TV commercials, as well as design movie posters and Web sites for individual films.
Miramax is a busy studio that releases about 35-45 movies annually. Last year, it claimed a 6.7 percent share of the $6.4 billion U.S. market on the strength of Good Will Hunting and Scream 2. Sony claims the largest piece of the audience, at 20.4 percent. Miramax’s upcoming releases include Halloween: H20 with Jamie Lee Curtis and 54 starring Mike Myers.
“They’re this dynamic, creative company,” agency partner Tom Carroll said. “It just felt like a great match.”