Leading South Korean film company CJ Entertainment has appointed Cheil Communications to help promote new movie releases after a competitive pitch.
The move is part of a rethink by CJ Entertainment, one of Korea's two largest film distributors, in how it promotes movies in Korea's increasingly tough film business, where film promotion has traditionally been driven by marketers' instincts.
Cheil will advise on the marketing of individual films, selecting marketing concepts and taglines, as well as developing trailers to be aired on TV.
A major shareholder in Dreamworks, CJ Entertainment is the Korean distributor for titles such as Gladiator and Prince of Egypt as well as home-grown movies such as Joint Security Area, one of the country's biggest box office hits.
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