LONDON—Social media specialist Diffusion has launched a new film and entertainment practice that will provide entertainment brands with integrated traditional press and social media campaigns. At launch, the division has secured Gateway Films as its first retained client and has also won the brief to promote director Reg Traviss’ latest film project, Screwed.
Diffusion has recruited Laura Pettitt, a senior film publicist from Freud Communications as its new head of film and entertainment. Pettitt has worked as the lead publicist on a series of high-profile projects including Bronson, Bruno, Kick-Ass, Adulthood, Made in Dagenham and has also managed ongoing PR campaigns for cinema chain Vue Entertainment and Sky Movies.
“Clients are becoming increasingly frustrated by mainstream media and digital campaigns being conducted by the same old agencies in isolation,” says Pattitt. “All too often opportunities to create powerful campaigns integrated across media channels are being missed due to a lack of expertise, coordination or misplaced rivalry between agencies. We have built a team which brings together exceptional relationships with film journalists with Diffusion’s proven expertise in digital and social media campaigns.”
Diffusion Film & Entertainment has been retained by Terry Stone’s Gateway Films, producer of Shank and Doghouse, to run the offline and digital campaigns for its slate of films in 2011. The first of these will be Weighed In, which starts shooting later this month and stars Bob Hoskins and Juliet Stephenson. The agency has also been selected to work on Screwed, a feature being directed by Reg Traviss (Joy Division, Psychosis) based on the experiences of former prison guard Ronnie Thompson.