They reap the fruits of great marketing

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"The Simpsons Movie" has earned seven nominations, the most for any film, for the 37th annual Hollywood Reporter Movie Marketing Key Art Awards. BLT & Associates leads all agencies with 18 noms, while Fox and Paramount each had strong studio showings.

The Key Art Awards is the only international competition honoring the design and creation of theatrical and home entertainment motion picture marketing materials in such categories as posters, standees, outdoor, trailers, TV spots, motion graphics, new media and copywriting.

Winners will be announced June 13 during an awards ceremony hosted by Jeff Garlin at the Hyatt Regency Century Plaza in Century City.

"30 Days of Night" was right behind "Simpsons" with six noms, followed by "300," "No Country for Old Men," "Superbad" and "Transformers" with five mentions apiece.

On the strength of "Simpsons" and titles like "Live Free or Die Hard," Fox collected 16 noms. Combined with its Fox Searchlight, Fox Atomic and home entertainment units, the studio earned a total of 27.

Paramount — combined with its DreamWorks and Paramount Vantage brands and its home entertainment units — earned 28 noms, collecting mentions for such films as "Sweeney Todd" and "Transformers."

BLT's 18 noms included "Sweeney Todd" and "Walk Hard: The Dewey Cox Story." Ignition followed with 17, for such trailers as "Superbad" and "30 days of Night," and the Ant Farm had 12 noms, including for trailers for "Shrek the Third" and "Surf's Up."

"The goal is to honor the best work that is done in movie marketing, and the quality of the work that is done in this area gets better and better every year and moves into new areas every year," said Bob Israel, chairman of the Key Art Awards Advisory Board and executive producer of the show.

"We have more categories and more judges than ever before," he added. "Between the print and the A/V categories, we had about 500 judges who work in movie marketing. We expanded our new-media category. … We added a home entertainment/new-media category."

Also new this year, a special Key Art Award will be presented to honor the work of the studio/distributor that conceived the year's most innovative and successful marketing strategy and whose creative advertising materials as a whole reflect the implementation of the year's best campaign. A blue-ribbon panel will judge the category, and nominations will be announced separately.

A total of 1,335 submissions were judged this year. The Hollywood Reporter's sister company, Nielsen Research Group, administered and tabulated the ballots and will determine the winners in each category.

Judd Apatow will receive the Visionary Award, recognizing a filmmaker who inspires movie marketers, during the awards presentation.

This year's Key Art Awards sponsors include the Los Angeles Times, Crew Creative Advertising, Menagerie Creative and Weston/Mason Entertainment Advertising. Tickets go on sale today and can be purchased online at www.keyartaward.com. (partialdiff)
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