Letterboxd, the fast-rising platform for movie buffs, has joined forces with Paris-based film group mk2, a gen Z-friendly, family-owned film group that runs a leading arthouse theater chain in France and reps internationally movies by acclaimed auteurs such as Justine Triet and Joachim Trier.
Under the partnership, mk2 will become the exclusive advertising sales partner for Letterboxd in France, which is home to Europe’s largest nation of moviegoers. Local distributors and brands will be able to tap into Letterboxdʼs highly engaged film-loving audience, while mk2 will work closely with Letterboxd to engage with and foster local members of the platform.
Letterboxd, a favorite social media destination which has grown from 1.8 million to 18 million users in four years, counts high profile fans such as Ayo Edebiri, Paul Mescal, Olivia Rodrigo, Charli XCX and Chappell Roan—with Martin Scorsese as its most followed member. In 2022, Letterboxd announced that users logged 1 billion films since launch, over 700 million of those entered in 2024 alone, according to a report compiled by Variety Intelligence Platform.
Letterboxd CEO Matthew Buchanan, who is based in New Zealand where Letterboxd was founded, said “having a footprint in cinema-obsessed France aligns with our core mission to build a thriving global community with film discovery at its heart.”
ˮFrance is our second-largest non-English-speaking country after Brazil and mk2ʼs deep local expertise, excitement for what this partnership could be and most of all love of film, made it a no-brainer for us at Letterboxd HQ,” the executive continued.
The sales partnership is led by Letterboxd’s head of business David Larkin and Thibault Jacques, newly appointed head of MK2+, the next-gen advertising arm of mk2 group aimed at creating cinema-driven advertising experiences. Jacques will be the first point of contact for French advertisers interested in Letterboxd.
Elisha Karmitz, the forward-thinking co-CEO of mk2, said “Letterboxd has built a global community where cinema is an ongoing conversation.”
“As its exclusive advertising sales partner in France, MK2+ extends this vision by connecting brands with cinephiles through high-quality, editorially driven campaigns. As a natural extension of our powerful media ecosystem, we provide advertisers a unique gateway to a passionate and highly engaged audience,” Karmitz continued.
Over the years, mk2 has built a unique ecosystem comprising iconic boutique theaters across Paris, as well as its Cinema-Hotel. The company has also pioneered cinema events in France, most recently with the alternative programming of “Kaizen,” a documentary film about 22-year old YouTube star Inoxtag which sold more than 350,000 tickets from 1,000 screenings in a single day.
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