SOURCE: iMedia/Variety

July 11, 2005 15:20 ET

New Line Cinema's Gordon Paddison and Showtime's Hit Series "Fat Actress" Walk Home With the 2005 "Integrated Entertainment Marketing Awards"

First Annual "Integrate '05: Marketing to the New Entertainment Consumer" Recognizes Top Marketing Executive and Most Effective Entertainment Campaign for 2005

LOS ANGELES, CA -- (MARKET WIRE) -- July 11, 2005 -- iMedia Communications and Variety, the leading industry publication for entertainment business news, proudly announce New Line Cinema's Senior VP of Worldwide Interactive Marketing and Development, Gordon Paddison and Showtime Network's "Fat Actress" as the winners of the "Integrated Entertainment Marketing Awards." The awards presentation was given recently at the first "Integrate '05: Marketing to the New Entertainment Consumer" event. The awards focused on recognizing the marketing executive and the entertainment campaign that have most effectively integrated multiple communication platforms to deliver a message.

Gordon Paddison is the Senior VP of Worldwide Interactive Marketing and Development for New Line Cinema. The recently formed Integrated Marketing unit is the single entry point for promotional opportunities across all windows of release of the studio's properties.

In 2001, Paddison was named one of the top 100 creative people in show business in Entertainment Weekly's "IT List" issue. He led the team that developed the acclaimed websites for "The Lord of the Rings," "Austin Powers" and "Blade" franchises. Paddison also helped develop and integrate a number of interactive DVD innovations that set new standards for DVDs and which have gone on to become studio models.

Paddison's overwhelmingly successful "Lord of the Rings Trilogy" marketing campaign raked in more than $280 million and over $4 billion in retail sales worldwide. Paddison's unique promotional strategy of targeting current fans of the book and the story proved to be a fruitful venture. He convinced New Line to open the set to fans and work closely with fan sites, a concept most studios were not ready to adopt. Paddison's plan of catering to these individuals spread the word and excitement about an unforgettable film and resulted in his nomination as "Best Integrated Marketer of 2005."

Showtime Network's "Fat Actress": Best Integrated Entertainment Campaign (running Jan 05-May 05)

"Fat Actress," the new hit Showtime series featuring Kirstie Alley, received the Best Integrated Entertainment Campaign Award due to the success of intense promotions covering 10 different forms of media greatly expanding the outreach. The campaign was also entirely executed with Showtime's in-house department. Accepting the award was Showtime Network's Vice President, Kathy Anton.

The one-day "Integrate '05" Summit focused on the constantly evolving media landscape that surrounds the entertainment industry. The event gave attendees actionable insights into the exciting new challenges of marketing to entertainment consumers. Several studio and media agency executive panelists, including keynote John Miller, Chief Marketing Officer of NBC Universal Television Group, discussed insights and challenges they face advertising and promoting in the business. Other speakers included top film studio marketing executives, such as Dawn Taubin, President of Domestic Marketing at Warner Bros. Pictures, and Adam Fogelson, President of Marketing at Universal Pictures, who offered their best marketing practices to drive movie ticket sales and DVD purchases. In addition, television network marketing heads discussed how they are increasing tune-in business.

This conference was been developed to bring together executive level marketers from major entertainment companies. The Summit featured prominent speakers and dynamic panels on a variety of topics relative to the consumerism entertainment industry. Presentations included research on changing entertainment consumption habits both online and offline and a guided tour on how the marketing mix has changed in the last year and how it will continue to change in the future. Additionally, iMedia and Variety provided case studies on the best integrated entertainment marketing strategies for movies, television and home entertainment.

For more information on upcoming iMedia Communications/Variety Integrate events, please visit

About iMedia Communications

iMedia Communications, Inc. is a leading trade publisher and event producer serving interactive media and marketing industries. With its daily newsletter, market intelligence iMedia Reports, iMedia Video Magazine and quarterly Summits, iMedia is a trusted first stop for interactive marketers the world over. The company was founded in September of 2001 and is a closely held corporation based in Dana Point, California.

About Variety

The Variety group, Daily Variety, Daily Variety Gotham, Weekly Variety, VLife, Variety China, and, are all owned by Reed Business Information (RBI), the largest business-to-business publisher in the U.S. RBI's content rich portfolio encompasses more than 75 web sites as well as Publishers Weekly, Design News and 100 other market-leading business-to-business magazines. RBI is a member of the Reed Elsevier Group plc (NYSE: RUK) and (NYSE: ENL) -- a world-leading publisher and information provider operating in the science and medical, legal, education and business-to-business industry sectors.

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