The new leader in British independent film
Investment in British feature production has been one of the main focuses of Lionsgate in recent years, and Lionsgate UK has become one of the most prolific financiers of independent British films in the UK, financing between 6 to 8 British films annually.
A staunch supporter of UK film, Lionsgate UK CEO Zygi Kamasa has overseen the production of features including global hit Bend it Like Beckham, George Clooney’s multiple Oscar-nominated Good Night, and Good Luck, Lasse Hallstrom’s Salmon Fishing in the Yemen and the critically acclaimed Locke.
PHA Media were briefed in 2014 to provide corporate media support to Lionsgate UK, in particular to raise awareness of the studio’s commitment to the British film industry.
A key element of the brief was to establish a high profile media platform for CEO Zygi Kamasa to outline Lionsgate UK’s investment in British film, and to provide Thought Leadership on key issues around the UK film industry. This required PHA Media to engage with leading business media outlets outside of the film industry press.
Originality and Creativity
PHA Media worked closely with Lionsgate UK to establish key messages around the studio’s investment in British film, and built a campaign that positioned CEO Zygi Kamasa as a firm supporter of the UK film industry.
For example, this included addressing issues such as how domestic films could be better supported and championed in UK cinemas, and how London can retain its position as a global leader in film production.
Strategy and Implementation
Our strategy was built around the cinematic release of several of Lionsgate’s key motion features in 2014 including The Hunger Games: Mockingjay Part 1 and The Expendables 3.
PHA Media arranged media briefings and interviews with CEO Zygi Kamasa around each mainstream film release, delivering key messages around how Lionsgate continuously look to invest in and support British independent projects.
Results and Evaluation
PHA Media’s campaign was successful in building CEO Zygi Kamasa’s profile as a leading voice in the British film industry, establishing a mainstream profile for him through media outlets including Sky News, CNBC, BBC News, City AM and The Independent.
Through these media interviews, Zygi Kamasa was able to outline Lionsgate’s commitment to the industry, announcing a strategy to invest in 6 to 8 British films annually for the coming years.
Sky News HD