Lionsgate UK Appointed Arena Media for Planning
Media buying for UK and Ireland releases moves to Arena Media using Havas Network tools and AI audience metrics.
Updated on Oct. 1, 2026 in Advertising
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Lionsgate UK has selected Arena Media UK to oversee all media planning and buying operations across the UK and Ireland. The appointment follows a competitive pitch process managed by The Aperto Partnership.
Why it matters
The shift signals a focus on data-driven film marketing, with the agency set to leverage Havas Media Network's entertainment resources to scale audience engagement for upcoming major releases.
The agency will support a film slate including titles like The Housemaid's Secret and Day Drinker, managing a $400 million global box-office track record as a benchmark for franchise potential. The contract covers multi-channel operations across TV, digital, and cinema in the UK and Ireland.
The players
Lionsgate UK
A major film production and distribution entity operating as the British division of a global entertainment studio.
Arena Media UK
A media agency providing planning and buying services that is now leveraging Havas Media Network's proprietary technology.
The Aperto Partnership
A consultancy firm specializing in managing competitive agency pitch processes for large-scale media contracts.
The details
Arena Media UK will integrate Converged.AI technology to refine audience planning and measurement capabilities for its client. The agency's strategy will encompass a cross-platform approach, deploying spend across out-of-home, social, search, and digital video channels to maximize reach for upcoming theatrical releases.
Timeline
October 1, 2026: The agency appointment was publicly announced.
Market Landscape
The move toward centralized, AI-driven media buying reflects an industry-wide push to improve efficiency in entertainment marketing. By adopting Havas Media Network's Converged.AI platform, the agency follows a trend of using predictive analytics to optimize cross-channel spend.
Operators in the entertainment and marketing sectors should monitor how the integration of Converged.AI impacts the cost-per-acquisition metrics for upcoming theatrical releases. Reviewing internal media buying strategies against these performance benchmarks may provide insights for future vendor evaluation.
The takeaway
Data-heavy agency partnerships are increasingly becoming the standard for managing major film releases in competitive markets. Monitor the upcoming performance of titles like Day Drinker as a proxy for the success of these new AI-driven marketing frameworks.
Further reading
For broader trends in agency-client relationships and media planning, visit the Advertising section.
Source note: This article includes information reported by Decisionmarketing.
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Do you feel movie marketing campaigns successfully influence your decision to see new films?
