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STX to Spend Up to $400 Million Annually to Market Film Slate

Newly launched studio STX Entertainment will spend between $350 million and $400 million annually on its slate of up 12 to 15 films, which include titles with Julia Roberts and Matthew McConaughey.

Year-old STX has dated four films — horror-thriller “The Gift,” starring Jason Bateman and Rebecca Hall, on July 31; “The Secret in Their Eyes,” starring Roberts, Nicole Kidman and Chiwetel Ejiofor, on Oct. 23; drama “The Boy” starring Lauren Cohan (“The Walking Dead”), on Jan. 22; and Civil War drama “The Free State of Jones,” starring McConaughey, on March 11.

STX made the announcement Friday while unveiling its selection of Horizon Media as its agency of record. It said Horizon will handle all aspects of media planning and buying — including strategic approach, market research, analytics, partnerships and integrations.

“As a new and growing studio, we want our marketing and media imprint to be innovative, impactful and enterprising,” said president and chief content officer Oren Aviv. “We met with many agencies, and we selected Horizon because they are most in-sync with our desire to push the boundaries of what is possible today within the media landscape. There are many dynamic and imaginative ways to get your message out beyond the conventional 30-second spot.”

STX Entertainment is led by Robert Simonds and was co-founded by TPG Capital with backing from Hony Capital, Gigi Pritzker and Beau Wrigley.

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