Marketing firm Cimarron expands in Asia

Aiming to help take region's film business to the next level

HONG KONG -- Hollywood entertainment marketing company the Cimarron Group is expanding its presence in Asia to help take the region's booming film business to the next level.

The company, founded by CEO Robert Farina, has for the past 30 years produced much of the major media -- from movie trailers to Web marketing campaigns -- for many of Hollywood's biggest titles.

Now that China's boxoffice can deliver for Hollywood ("Avatar" did better in China than in any other non-U.S. market) and Chinese pics themselves are selling more tickets than ever, Cimmaron Group Asia managing director Senn Moses said it's time to marry Western marketing expertise with Asian storytelling.

"The quality of Asian filmmaking is there, but as the competition steps up and more titles release at the same time to an eager public, what's still missing is the marketing that will deliver an opening weekend advantage," said Moses, who opened Cimmaron's Asia office in Singapore in 2008.

Working with the new-media division of Daniel Yun's Homerun Asia -- among other major Asia-based partners yet to be announced -- Moses said Cimarron would create pan-Asian campaigns relying on local expertise to tweak them for each market.

At first, Cimarron will focus on China, India and South Korea, where Moses said he hopes to open local shops as demand grows.

"We don't yet know how Hollywood marketing costs will be received in each Asian territory, but by bringing local staff back to Los Angeles for training, we will transfer our knowledge and perfect the learning process," Moses said.

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Yun, whose Homerun Asia is helping to produce upcoming titles from Peter Chan ("1965"), Terence Chang and John Woo ("Stranglehold") and Shinho Lee ("Days Without Water"), said Cimarron can help Asian films achieve an "international shine."

Yun and Homerun new-media director Adrian Ng, the owner and creative director of Liquid Advertising, see film marketing as a $1 billion business across Asia.

"Homerun can bring consistency to a campaign's key art and its one-sheet, and we can add the guerilla marketing strategy necessary to reach Asia's Web-savvy audience," Yun said.