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$80 Mil. Overture Films Goes to PHD

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NEW YORK Overture Films has selected Omnicom Group's PHD as its media agency after a review, the client has confirmed. Other contenders included Horizon Media and Palisades Media, according to sources.

The Hollywood studio is expected to spend about $80 million on ads over the next year, per sources, though neither the client nor the agency would confirm that figure.

"We chose PHD for their creative approach to media communications and were particularly impressed with their unique and original thinking," said Peter Adee, Overture's president, world theatrical marketing, distribution and new media. "They have proven themselves to be fully attuned to the various media that will reach our target audience."

The account will be serviced out of PHD's Los Angeles office, overseen by Susan Taylor, managing partner, PHD West. In a statement, Taylor said the Overture marketing team "demands real creativity and plays to PHD's strengths. They will allow us to create a multi-faceted program that will motivate audiences and deliver box office results."

With offices in Los Angeles and New York, Overture, which opened its doors last fall, is an operating unit of Starz, which in turn is a subsidiary of Liberty Media Corp. Among the studio's first crop of films is a political drama, Traitor, starring Don Cheadle, and an action thriller, Righteous Kill, with Robert De Niro and Al Pacino.

Overture is the third win in recent months for PHD's Los Angeles office. Earlier this year it added 24 Hour Fitness, a health-club chain, and mortgage company Financial Freedom.