Sortito brings adroit touch with film tie-ins to Spyglass

Friedman, Wayne
June 2003
Advertising Age;6/23/2003, Vol. 74 Issue 25, p60
Trade Publication
This article profiles film-making veteran Karen Sortito, who was hired by Spyglass Entertainment as executive vice-president. Sortito worked in senior marketing executive positions for Imax Corp., Sony Pictures Entertainment and Web site TheMan.com. But she is probably best known for ground-breaking marketing tie-in promotions in the late 1990s while at MGM Distribution Co. In the automobile category, Sortito, as executive vice president-worldwide promotions and corporate sponsorships, helped deal with BMW of North America for the James Bond films such as Golden Eye and Tomorrow Never Dies. While serving in marketing positions for Fox Film Entertainment, Morgan Creek Productions, Paramount Pictures and MTV Networks, Sortito has gained perspective on how to effectively tie consumer products to a film. One of Sortito's landmark entertainment marketing efforts was to blend the James Bond character into the tie-in partner's product for television spots that not only used footage from the movie, but new materials as well. Automobile companies that tie in with a film can get news of the film to consumers a movie studio would not reach on its own, such as through niche auto-enthusiast magazines, or automobile shows and direct mail efforts.


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