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John Ridley, Business Development Manager at Filmology contributes to this ‘Trends’ feature on the film promotional opportunities for brands with the advent of quick turn-around digital cinema advertising.

Read the full article in Marketing Week.

The story behind ‘Budweiser angered by role in Hollywood film’ may contrast greatly with Heineken’s determination for its brand to be featured in the new Bond film Skyfall. But they both, in different ways, pay the same compliment to the importance of film as a marketing medium.

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Blockbuster’s push to recruit customers (‘Blockbuster launches “most aggressive” customer acquisition drive’, Marketing Magazine, 20 January) raises several interesting considerations.

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Filmology, the UK’s leading film and cinema promotions specialist, has appointed John Ridley in the newly created position of Business Development Director.

Having worked at Carlton Screen Advertising for ten years, John has accrued extensive experience within the film sponsorship and promotions industry. During his time at the company, John was promoted several times, and his most recent role was Head of Promotions in which his responsibilities included the start-up of the Films Promotions Department, as well as the division’s ongoing management including marketing and business planning.

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Lego should be congratulated for using film tie-ups to create branded extension opportunities.

But brands do not have to be as big as Lego or in partnership with a distributor like Warner Brothers to capitalise on film as a marketing tool.

No, says David Peason, Director of Filmology in Marketing Week.