— Jack Nicholson as Jack Torrance from The Shining, 1980
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May 11, 2012
Allied Integrated Marketing Launches African-American Focused Outreach Alliance with Moxy
— Posted by Kenny Miles
Someone in the Entertainment industry has noticed the need for a diversity outreach strategy involving the marketing of niche films. Recently, I wrote about the need for Hollywood to make film for diverse audiences. After the current success of “Think Like A Man” which caught most of the industry off guard, Allied Integrated Marketing announced the launching of an African American division. Years of movies by Tyler Perry and Tim Story have provided a long overdue need to an underserved community. The following is the press release detailing the expansion:
Of interesting note, Allied Moxy is collaborating with Universal Pictures for Snow White and The Huntsman. This is not a standard or expected film to target an African American audience.
Let me say that the publicists at Allied Integrated Marketing work very hard on their client’s campaigns. This is executed with focused strategy, creative promotions, and a positive attitude. The selected audiences for their screenings, which I normally attend, seem to be a perfect fit. I have confidence this organization will succeed in this new venture. Allied will continue to do a great job bringing brand awareness for Hollywood studios.
Targeted outreach is vital for an industry figuring out how to harness technology to market their products. Movies that focus a segment of the population usually do relatively well at the box office. If low budget, these films provide high return on investments for producers. I look forward when Hollywood figures out how to tap into the Latino population. Few have figured out how to get the specific demographic to theaters. Allied already has a Hispanic and faith based outreach ‘alliances’ and the extension of Moxy for the African American community further places Allied as an industry leader for integrated marketing.
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Whether something is overlooked by Hollywood or whatever business trend has captured the Entertainment Industry’s attention, Kenny Miles loves to talk about movies (especially the cultural impact of a film). He covers various aspects of movies including specialty genre films, limited release, independent, foreign language, documentary features, and THE much infamous "awards season." Also, he likes to offer his opinion on the business of film, marketing strategy, and branding. He currently resides in Denver, Colorado and is a member of the Denver Film Critics Society critics group. When he isn’t writing, Kenny channels his passion for interacting with moviegoers (something most movie pundits lack) as a pollster for the market research company CinemaScore and working as floor staff/special events coordinator in the film community. You can follow him on Twitter @kmiles723.
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