F.Y.I.

Icon wins News Limited Movie Marketer for A Few Best Men

Icon Films was named News Limited Movie Marketer Competition for Australian film A Few Best Men at the Australian International Movie Convention.

The prize is worth $250,000 with News Limited matching Icon’s media spend, dollar for dollar across News Limited’s newspaper, digital and magazine platforms.

A Few Best Men opened strongly with $1.9m on opening weekend before dropping away.

As part of the AIMC 2012 Box Office Awards, The Avengers won highest grossing 3D film and Highest Grossing film, while Red Dog won highest grossing Australian film.

The announcement:

Icon Films have won the 2012 News Limited Movie Marketer Competition for ‘A Few Best Men’ taking home the grand prize worth up to $250,000.

Announced today at the Australian International Movie Convention on the Gold Coast, ‘A Few Best Men’ was judged the best overall movie campaign of 2012 by a panel of media industry judges who commended Icon Films for executing an excellent example of film marketing and using an unknown product without current ‘megastars’. Icon Films were also acknowledged for their clever guerrilla marketing campaign which included a ‘leaked’ red band trailer.

The success of the campaign was confirmed by its box office achievements and the biggest opening weekend for an Australian comedy in a decade.

Icon Films marketing director, Lisa Garner said, “This was a really challenging campaign on a number of levels. We had to position the film as a major studio style release without the benefit and awareness of a prior US campaign or the pre-awareness that comes with films linked to books read by millions.

“We built everything around the film ourselves on limited budgets so we had to be really resourceful to find the best ways to reach our audience, the whole marketing team worked extremely hard to achieve what we achieved so we’re very excited to be recognised for this campaign.

Launched at the Australian International Movie Convention three years ago, the News Limited Movie Marketer Competition has three preliminary rounds, with Sony Pictures winning the first round for The Smurfs, and Becker Film Group winning the third round for Margin Call in August 2012.

Icon Films was named the winner of the second round for its ‘A Few Best Men’ campaign, as well as the overall winner across the three rounds of the competition.

As the overall winner, News Limited will match Icon’s media spend dollar for dollar on any upcoming movie campaign of their choice – across News Limited’s newspaper, digital and magazine platforms to the value of $250,000.

Third round winner, Elle Becker, sales and marketing manager from Becker Film Group said, “Our small dedicated marketing team is thrilled to have won the third round of the Movie Marketer Award.
“As an independent distributor, this win is a wonderful endorsement for all our efforts in bringing Margin Call to the Australian audience. We are thrilled with the films box office results but this recognition inspires us to work even harder on all upcoming titles.

News Limited deputy director of sales, Fiorella Di Santo said, “At News, we’re passionate about entertainment and movies are important to us. They’re part of our DNA, our journalists cover them across all platforms, celebrate the successes, and feature the actors and directors who make them.

“We’re also members of the industry through our association with 20th Century Fox Films, so it makes sense for us to run a competition that recognises the very best marketing talent in the entertainment industry, she said.

Source: XX

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