Lionsgate has parted ways with long-time agency MEC and handed its international media planning and buying business to Carat.
The film distributor is looking to take its media buying in a new direction, having twice re-appointed MEC to the UK account – first in 2009, and again in 2011.
At the time of the last review the business was worth £14m.
The Drum understands that the final pitch came down to Carat, MEC, Universal McCann and M2M.
Lionsgate will be looking to Carat to help turnaround a disappointing quarter for the studio, where revenue dropped nine per cent from a year earlier.
It will be relying on the success of upcoming releases to turn sales around. The next instalment of the $2.2bn Hunger Games franchise is due to hit cinemas later this year along with action comedy American Ultra starring Kirstin Stewart (of Twilight fame) and Julian Moore’s next project, Freeheld, which has already been tipped for an Oscar.
The Drum contacted Lionsgate and was awaiting response at the time of writing. Carat declined to comment.