Key Arts salutes top campaigns
Winners crowned in student competition"I Am Legend," "Juno," "No Country for Old Men," "The Simpsons Movie" and "Transformers" will compete for the inaugural best movie campaign of the year award at the 37th annual Hollywood Reporter Movie Marketing Key Art Awards.
The best campaign award, announced Friday morning, recognizes the creative materials developed for marketing purposes, as well as the overall strategy in the launching of a film.
"It feels very fitting that after all these years, the Key Arts recognize the art of opening a movie ... especially since it gets harder to attract audiences with every passing year," said Bob Israel, chairman of the Key Art Awards Advisory Board and executive producer of the show.
Additionally, the honors for the Key Art Awards' student competition were presented Thursday during a reception at the Museum Galleries at the Fashion Institute of Design & Merchandising. Each participant submitted a trailer or poster for one of three films -- Warner Bros.' "300," DreamWorks/Paramount's "Dreamgirls," and Universal's "Knocked Up" -- using creative elements provided by each studio.
In trailers, first prize was awarded to Dara Cornell of California State University Fullerton on the strength of a submission using "300," second prize went to Daniel Johnson of University of Southern California ("300"), and third prize was collected by Paraskevas Grigorakis of Aristotle University in Greece ("Dreamgirls.")
Work from Kerri Gaglioti of CSUF for "Dreamgirls" topped the poster competition. Victoria Hoke of North Carolina State University and Evan Fields of CSUF, both of whom presented work based on "Knocked Up," tied for second prize. Third prize also resulted in a tie, between Huong Ha of Georgia State University and Vincent Yobeanto of CSUF, both for creative using "300."
THR publisher Eric Mika awarded Sarah Neyhart of Fashion Institute of Design and Merchandising with the Publisher's Award for the best poster chosen from the remaining semifinal entries.
Semifinalists for trailers included: Michael Asmus, FIDM; Martin Bernfeld, AFI; John Chickering, MSU; Brian Firenzi, USC; Paul Johnson, CSUF; Ik-Jun Park, PCC; Azizi Richardson, GSU; Ken Seragaki, CSUF; and Samantha Young, FIDM. Semifinalists for the posters competition included: Ashley Bergin, CSUN; Clarissa P Brandao, GSU; Vince DiPalma, CSUN; Sean Maycock, SCAD; Alex Paxton, USC; and Mario Trejo, ASU.
Prizes totaling more than $27,500 were awarded to the students who placed in each category as well as the Publisher's Award winner. Each student received half of the cash prize and the other half went to his/her school.
"It's wonderful to see such emerging talent in our industry," Mika said. "THR is dedicated to bringing young professionals into the industry across the globe with events and recognition such as this and the THR Next Gen franchise."
This year the student awards received 373 entries from 32 schools, representing a 62% increase in entries over last year. "Many schools now have this competition in their course cirriculum," said Jeffrey Bacon, chair of the student competition." "Accordingly, the amount of interst is going up."
Student submissions were judged by entertainment industry professionals representing major film studios and creative agencies. All student participants are eligible for internships programs though the Key Art Awards.
The best campaign category was judged by panel that included David Fincher, Andy Fogelson, Paula Franceschi, Mark Gill, Curtis Hanson, Bob Levin, Lucia Ludovico, Bill Mechanic, Joe Nimziki, Sandy Risenbach, Tony Seineger, Kevin Smith, Bruce Vilanch and Joel Wayne.
The Key Art Awards is the only international competition honoring the design and creation of theatrical and home entertainment motion picture marketing materials in categories such as posters, standees, outdoor, trailers, TV spots, motion graphics, new media and copywriting.
The 37th annual Hollywood Reporter Movie Marketing Key Art Awards winners will be revealed during a June 13 awards ceremony hosted by Jeff Garlin at the Hyatt Regency Century Plaza.
Judd Apatow will receive the Visionary Award, recognizing a filmmaker who inspires movie marketers, during the presentation.
This year's Key Art Awards sponsors include the Los Angeles Times, Crew Creative Advertising, Menagerie Creative and Weston/Mason Entertainment Advertising.
Tickets can be purchased at KeyArtAward.com.