The venture will focus on movie and TV marketing to help studios promote their releases.

The company has already launched campaigns for studios including Paramount, Universal, Disney, Warner and Twentieth Century Fox.

“Social channels are an essential way of understanding, reaching and influencing audiences, especially to increase word of mouth and activate early fans before the release of a theatrical movie or TV series,” said Moviepilot evp of strategy and advertising Amy Elkins.

“However, while the industry seems to agree that social media is an extremely important force in movie and TV marketing, there is still a lot of uncertainty around how to use social data to create truly effective campaigns. Moviepilot is the first social media agency focusing solely on the movie and TV industries, using real fan community insight and data to address this challenge.”

The announcement followed the recent appointment of Elkins and the arrival of Amy Smith as US director of advertising. Former head of monetisation at IMDb John W Gibbons was named as advisor.