Orion Pictures Faces Uphill Marketing Battle

LOS ANGELES – Orion Pictures, back with its first film since emerging from Chapter 11 last year, is struggling to get its marketing act together.
In November, the company resurfaced with plans to release 10 films. The reorganization plan called for Orion to use internally generated funds to pay for distribution expenses, including ads. So for now, ad budgets remain tight. But the studio did launch a TV, print and outdoor campaign for its first release, Love Field, which opened on President’s Day weekend.
Orion has begun to rebuild its marketing team, now under the direction of Susan Blodgett, senior vp/marketing and advertising. Blodgett did not return phone calls, and it’s not known whether the studio will launch an agency search. Independent Media, N.Y., which replaced former Orion agency Foote, Cone & Belding/L.A., is handling media on a per film basis.
Love Field opened on a mere 210 screens, grossing less than exhibitors had hoped for – $314,000.
Copyright Adweek L.P. (1993)