STX Entertainment Hires Horizon Media to Handle Its Ad Planning, Buying

Studio to spend $350-400 million annually in traditional, digital and emerging media to support motion picture slate

STX Entertainment announced Friday that it has selected Horizon Media as its agency of record.

With the appointment, Horizon will begin planning and buying all media under the strategic guidance of STX executives, including: broadcast, cable, syndicated, local and addressable television; digital, mobile and social media; streaming and terrestrial radio; out-of-home; print; video-on-demand; and other emerging media.

Horizon will also handle all aspects of media planning and buying, including strategic approach, market research and analytics, and partnerships and integrations, as STX Entertainment launches two films this year and 12-15 films each year thereafter.

STX Entertainment will spend in the range of $350-400 million annually in traditional, digital and emerging media to support its motion picture slate.

The STX account will be overseen by Serena Duff (EVP, general manager, western region), Eric Geiger (SVP, managing director) and Erin Foxworthy (SVP, managing director, innovation and partnerships) in Horizon’s Los Angeles-based office.

Amy Elkins, STX’s head of media and marketing innovation, will oversee the Horizon relationship and drive media strategy, mix, flighting, integrations and upfront negotiations. Worldwide digital marketing and technology head Andrew Runyon will collaborate with Elkins to strategize on and steward digital media.

STX’s feature slate includes Matthew McConaughey‘s Civil War movie “The Free State of Jones” and a remake of “The Secret in Their Eyes” starring Chiwetel Ejiofor, Nicole Kidman and Julia Roberts.

On the small screen, STX has an output deal with Showtime that runs through 2019.