BIZ BUZZ: Playing for the spotlight

PlayTime Entertainment is making room for more stars in its game plan.

The company has renewed its partnership with the Philippine Movie Press Club (PMPC) for the 42nd Star Awards for Movies and signed on as this year’s official entertainment partner of the Metro Manila Film Festival (MMFF).

For PlayTime president Roy Alcid, the showbiz ties serve a business purpose: getting the brand in front of more audiences and finding ways to connect entertainment content with digital platforms.

The PMPC agreement, signed on Oct. 1, adds to the company’s ties with awards programs covering movies, television and music.

PlayTime sees opportunities for joint marketing efforts and digital audience engagement.

Its MMFF deal, meanwhile, gives it a role in the festival’s 52nd edition, although the company has yet to spell out its planned activities.

PlayTime already has projects in live music, fashion, digital sports and original programming. The latest deals give it more ways into the local entertainment scene.