How Lionsgate unified global marketing with Orange Logic

The challenge: too many systems, no clear “final”

Before Orange Logic, Lionsgate’s marketing assets lived across multiple systems. Depending on the team, assets were stored and shared through internal servers, cloud file shares, Box, and multiple legacy platforms.

When the existing DAM stopped supporting real workflows, teams adapted. They chose tools that helped them get work done in the moment, even if it meant adding another system. The result was fragmentation because there was no clear standard or trusted destination to follow.

Over time, assets became harder to find. New team members had to learn multiple systems and longtime employees relied on institutional knowledge to know where things lived.

That showed up in concrete ways:

• Assets were duplicated across systems, contributing to sprawl
• Assets lived in outsourced storage environments, limiting Lionsgate’s control over how those assets could be reused for other purposes
• Metadata was inconsistent or missing, making search unreliable and time-consuming
• Sharing with partners required manual work, unnecessary re-creation
  
  

Most importantly, without a clear system of record, teams didn’t know where to go first. Lionsgate needed a single, reliable place where teams could find what they needed and trust the system to support global marketing at scale.

The RFP: one reset for marketing assets

The trigger was straightforward. Lionsgate’s legacy system was approaching renewal. Rather than treating it as a contract decision, the team used the moment to step back and reassess how marketing assets were managed across the organization.

The goal of the project was clear: identify a digital asset management strategy for Lionsgate marketing assets that aligned with the company’s broader cloud strategy.

To do that, Lionsgate ran a comprehensive RFP focused on more than replacing a single tool. The team wanted to bring assets under their own cloud control, reduce the sprawl of systems, and create an environment where platforms could connect cleanly.

For marketing, the direction was deliberate. The team set out to establish a single destination for final and approved marketing assets, while allowing work in progress to continue in the tools teams already used. The objective was to create a consistent, reliable handoff into a clear system of record.

This approach gave Lionsgate a way to reset its asset strategy without disrupting how teams worked day to day.

The solution: Orange Logic as the system of record

Lionsgate established Orange Logic as the system of record for final and approved marketing content, giving internal teams and external partners one reliable place to find production-ready assets.

Today, Orange Logic houses final and approved marketing assets for:

• Motion picture and television marketing
• Global Products and Experiences (logos and assets used on merchandise and experiences)
• International servicing and distribution packages

“Right now, Orange Logic is the place for final and approved assets,” said Robinson. “Everyone knows, if it is in Orange Logic, it is ready to use.”

That clarity matters because Orange Logic is also where Lionsgate distributes approved content at scale. Domestic and international marketing teams, streaming platforms and broadcast partners, exhibitors and festival organizers, manufacturing and product partners, and agencies all come to Orange Logic when they need Lionsgate content.

“If you are doing anything with Lionsgate assets, you come to Orange Logic or we share it with you from there,” Robinson said.

Connecting the ecosystem with APIs

With a system of record in place, Lionsgate focused on reducing manual handoffs between the teams and platforms that rely on approved marketing assets.

Screeners and festivals

Lionsgate uses a separate screening platform, Media Fellows, for full-length features and critic screenings. Orange Logic and Media Fellows are connected via API.

• Final trailers and assets live in Orange Logic
• The screening team can request assets
• Asset managers send selected assets directly from Orange Logic to Media Fellows
• No download and reupload, no manual file juggling

This makes it easier to send packages to critics, festival programmers, and partners for events like CinemaCon or Cannes.

Box to Orange Logic

Many teams still use Box heavily during work in progress. To keep approvals moving without forcing teams to change how they create, Lionsgate and Orange Logic implemented a Box integration.

• Teams maintain their work in progress workflows in Box
• When a folder or subfolder is approved, teams move it into a designated Box folder
• The integration automatically ingests those assets into the correct place in Orange Logic

Metadata, delivery, and self-service

Smarter metadata and better search

Metadata has been another major shift. In previous systems, metadata was rarely applied, which made search unreliable. With Orange Logic, Lionsgate loaded title metadata and cascaded it across assets at the title level.

Now:

• Super admins and asset managers maintain title metadata
• Beyond title search, enriched metadata lets teams find related assets by actor, character, producer, or production company. That makes it far easier to pull content together quickly.
• Teams can keep adding cast, director, and other details over time

Lionsgate now has a shared language for assets and a cleaner way to manage access across business groups and partners, with the foundations to quickly implement natural language search down the line.

Flexible delivery and transcodes

Different partners need different formats, codecs, and resolutions. Lionsgate defined the transcodes they needed up front, then optimized how those are created and delivered.

On ingest, Orange Logic generates proxy and derivative files. When an external user receives a share, they can choose the version that fits their use case.

The result:

• External partners can self-serve the formats they need
• Lionsgate avoids maintaining every possible variation
• Delivery is faster and more flexible for users who may not know what they need until they see it

Results today

• Consolidated final marketing assets from seven legacy storage locations into one centralized platform.
• Onboarded every major marketing team, including Motion Picture Marketing, Content Operations, Publicity, Global Products & Experiences, IDC, TV Marketing, and TV Sales & Distribution.
• Empowered 800+ global partners, agencies, distributors, exhibitors, streaming platforms, merchandise manufacturers, and creative vendors, with secure, self-service access to production-ready content.
• Reclaimed full control by migrating storage into Lionsgate’s own cloud environment.

“Through collaborative efforts across our global teams, Lionsgate has successfully implemented Orange Logic’s Digital Asset Management platform. From the initial setup phase, Orange Logic demonstrated exceptional responsiveness to our requirements, ensuring a seamless and customized integration. The platform’s advanced technology has centralized our assets, improved metadata accuracy, and enabled powerful search capabilities, dramatically reducing time spent locating and managing content. These innovations have streamlined workflows and enhanced global consistency, allowing our teams to operate with greater speed, precision, and scalability.”

Jon Kern, Head of Worldwide Marketing Operations, Lionsgate Motion Picture Group

Setting the stage for what’s next

For Lionsgate, Orange Logic is not just a system replacement. It is the foundation for how they want to manage assets over the next decade.

Next, they plan to explore AI and expand from approved content into work-in-progress workflows.