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MMB Forms Film Division

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BOSTON It's lights, camera, action for independent MMB, which has formed a dedicated film division specializing in branded-entertainment vehicles.

The agency here, which also has an office in New York, is seeking to build on its first such effort, a Web film for Harvard Business School's Executive Leadership Program, which won an Emmy Award earlier this year.

The new dedicated unit has been christened MMB Films. Its latest project, Return to the Rafters, chronicles the 2007-08 Boston Celtics drive to win the NBA title from the point of view of the team's fans. The film, co-produced with Bombo Entertainment in New York, debuts Oct. 27 in Boston theaters and will soon be available on DVD.

MMB, which has a long working partnership with Bombo, plans to collaborate with the group as MMB Films moves forward. Bombo has generally specialized in producing sports-oriented material.

Bob Potter, CEO of Bombo, said the lengthy association and the experience of shop principals with brands such as Nike, ESPN and Reebok makes the agency a good fit.

Formed a decade ago, MMB is one of New England's largest independent agencies with about $600 million in overall billings and clients such as Subway, ESPN, Fidelity Investments and Meow Mix, among others.