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"Moviegoers are increasingly demanding in their expectations of high-quality motion picture entertainment, which requires distributors to be far more sophisticated in driving demand for their product," said William M. Godfrey, co-founder and chief executive officer of Aprimo Marketing. "With the stakes being so high, it's imperative that UIP has the insight to manage its marketing investments to ensure it maximizes demand, attendance and profit for each release."

UIP is implementing several of Aprimo's products including Marketing Planner, Budgets & Forecasts, Expense Manager, Calendar, Digital Asset Manager, Creative Reviews and Supplier Manager. UIP is first implementing the system in the United Kingdom, U.S., Netherlands and Germany. Through additional implementation phases, it will roll Aprimo Marketing out to all of UIP's operations in 35 different countries.

"In the film industry we are working with new products and brands every time we launch a new movie, so UIP has large messages to disseminate quickly and clearly," said Tomas Jegeus, senior vice president international marketing, UIP. "In addition, many follow-up marketing efforts depend on a movie's opening weekend, making it essential to have multiple scenarios prepared that can be implemented immediately. Aprimo can help us deploy these resources efficiently and accurately."

Being a leader in marketing resource management and having successfully deployed Aprimo Marketing within Universal Studios over a year ago, Aprimo's expertise makes it uniquely positioned to meet the high-pressure, high-profile demands of marketing motion pictures worldwide.

"We are delighted to have found in Aprimo a system that meets the complex needs of the fast-moving environment of movie marketing," said Joanna Johnson, executive vice president, international motion pictures, Paramount Pictures.

"With more and more films being released around the world day and date with the U.S., it is increasingly necessary to have access to territorial drill down information on a more timely basis," said Randy Greenberg, senior vice president international theatrical marketing and distribution, Universal Pictures. "Aprimo Marketing gives UIP this access and allows them to capture best practices from around the world ensuring that UIP will become the most powerful marketing organization in the international film business."