United International Pictures picks social media agency

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United International Pictures (UIP) Malaysia has appointed C27 as its social media agency, following a pitch which took place in September 2024, and concluded at the end of the year. UIP Malaysia is a film distribution company formed in 1981, which brings Paramount Pictures and Universal Pictures titles to Malaysian cinema audiences.

The agency will be on a two-year contract, to manage UIP’s social media in Malaysia.

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Nicholas Yong, managing director of UIP Malaysia said, “Consumers have become more financially conscious. Convincing them to spend their time and money at the cinema has become increasingly challenging. With numerous releases flooding the market every week, we continuously strive to stand out through local activations that sustain word-of-mouth buzz.”

“Partnering with C27 ensures impactful campaigns that elevates UIP Malaysia's presence and appeal in a competitive market,” added Yong. He also noted that the partnership came at a great time, as 2025 is expected to be a strong year for UIP, with several upcoming releases. This includes Mission: Impossible - The Final Reckoning, Jurassic World Rebirth, a Smurfs reboot, and the live-action adaptation of How To Train Your Dragon.

The film distribution company is also looking forward to an array of sequels, including The Bad Guys 2, Nobody 2, Megan 2.0, Five Nights at Freddy’s 2, and Wicked: For Good.

Currently, C27 is servicing clients such as Lotus’s Malaysia, Calpis, Ryze, McDonald’s, and EPIC Homes, as well as Ombak Festival for a second year running. Farez Khan, group account director for C27, said “We’re injecting fresh and innovative strategies to UIP Malaysia’s social media platforms, turning them into immersive spaces where fans can truly experience the magic of movies.”