Lexlab Entertainment Brings Specialist Media Buying to Independent Film
Lexlab has launched Lexlab Entertainment, a standalone division providing specialist media planning and buying for independent film distributors. The new division will operate as an on demand in house media team. This allows distributors to keep their existing creative and marketing partners while adding dedicated media expertise.
The launch builds on Lexlab’s work with distributors including Monster Pictures and Rialto Distribution. According to the company, releases supported through these partnerships have collectively generated more than $125 million at the box office.
Using campaign data to inform film releases
Lexlab Entertainment has also introduced a Box Office Predictor. The tool uses Australian campaign data to estimate an opening weekend box office range before distributors commit their media budget. This gives distributors another way to test release plans and assess potential outcomes before investing.
The division aims to help independent and local films compete for attention without requiring the resources of a major studio. Founder Alfie Lagos said the agency has developed its approach across a wide range of releases. These include niche independent films and larger breakout successes.
Examples include Good Boy, which generated more than 16 times its media spend after expanding to a national cinema run. Lexlab also worked on Obsession, which earned more than $25 million at the Australian box office despite being made for less than $1 million.
Monster Pictures CEO Grant Hardie described Lexlab’s approach as a major contributor to increased visibility, business growth and box office performance.
Lexlab Entertainment is also offering additional launch support for qualifying first release campaigns. Australian made films receive greater support, reflecting the division’s focus on helping independent and local releases reach the right audiences through targeted media investment.
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