In a notable development, the promotional division of the French cinema powerhouse MK2, known as MK2+, has obtained exclusive advertising rights for the rapidly expanding movie-centric social network, Letterboxd, in France. This move signifies a substantial expansion for the popular platform.
The agreement, unveiled on Thursday at the European Film Market in Berlin, grants MK2+ access to monetize Letterboxd’s French user base of movie enthusiasts, which is the platform’s second most significant non-English speaking market, trailing only Brazil. According to MK2, this partnership presents opportunities for local distributors and brands that are interested in reaching out to Letterboxd’s highly engaged film-loving audience.
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The deal revealed on Thursday at the European Film Market in Berlin allows MK2+ to capitalize on Letterboxd’s French user base of cinema lovers, ranking as its second largest non-English speaking market after Brazil. MK2 states that this partnership provides opportunities for local distributors and brands aiming to connect with Letterboxd’s dedicated film audience.
The collaboration arises as Letterboxd expands significantly, boasting more than 18 million users worldwide, and experiencing a 50% increase in membership in 2024 itself. Based in New Zealand, this platform has firmly established itself as the preferred application for cinephiles.
In simple terms, Matt Buchanan, the CEO of Letterboxd, expressed that mk2’s profound local knowledge, enthusiasm about our potential collaboration, and above all, their passion for cinema, made it an obvious choice for us at Letterboxd HQ.
For mk2, renowned for its theatrical distribution in France on movies like the Academy Award-nominated “Anatomy of a Fall,” the deal expands into digital film communities. As Elisha Karmitz, CEO of mk2, stated, “Letterboxd has fostered a global community where cinema is an ongoing dialogue.” By partnering as Letterboxd’s exclusive advertising sales representative in France, MK2+ strengthens this concept by linking brands with movie enthusiasts through well-crafted, editorially driven marketing campaigns.
The collaboration will be managed by David Larkin, the head of business at Letterboxd, and Thibault Jacques, who has recently taken up the role as MK2+’s head. They will act as the main point of contact for French advertisers looking to connect with Letterboxd’s user base.
The agreement arises as Letterboxd’s impact on film promotion expands, with the “Four Favorites” interview series increasingly being a standard destination during movie publicity journeys.
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2025-02-13 12:54