Lionsgate Hires Mindshare to Handle Media

Horizon, Initiative were the other finalists

Mindshare has won a significant movie studio review.

The WPP Group agency will handle media planning and buying for Lionsgate and Summit Entertainment following the former's acquisition of the latter last year.

The other finalists for the business were Horizon Media and Initiative. Total media spending is estimated at $250 million.

Previously, Mindshare handled Summit's business while Initiative was responsible for Lionsgate.

In a joint statement, Lionsgate co-chairmen Rob Friedman and Patrick Wachsberger said that by having a single agency, the company will "immediately see significant savings, which will impact the studio's bottom line, [and] achieve economies of scale that can be leveraged across our feature film entities and allow us additional resources to market and distribute our films."

Mindshare will handle the business at its Santa Monica, Calif., office. The assignment includes the media efforts behind campaigns for feature films and their home entertainment releases.