LoveFilm and Lionsgate partner for Righteous Kill

by Dan Leahul, Brand Republic 24-Sep-08, 11:05

LONDON - LoveFilm, the online DVD rental service, has signed a marketing partnership with studio Lionsgate UK, kicking off the campaign with the box office release of 'Righteous Kill', starring Robert De Niro and Al Pacino.

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The six-month media deal continues throughout the year and into 2009 with marketing for titles including 'I've Loved You So Long', 'Saw V' and Frank Miller's anticipated release of 'The Spirit', due to hit the big screen in January 2009.

Lionsgate UK titles will receive exposure though LoveFilm's branded envelopes, editorial support to over 1m subscribers in its weekly newsletter, trailer promotion and online advertising.

Branding for 'Righteous Kill' will also take over the Lovefilm site, branding the website for the release date of September 25.

New activity also includes a 2m-address email campaign, targeting users that are recognised De Niro and Pacino fans.

Chris Bird, head of marketing services for LoveFilm, said: "LoveFilm has enjoyed a long-standing relationship with Lionsgate UK, so it's exciting to extend the link to provide further support to the studio."