Studios, Operators Team To Promote Movies On Demand
$30 Million Campaign To Feature TV Spots, Print and Online Ads
by R. Thomas Umstead -- Multichannel News, 3/16/2010 11:53:06 PM
Several cable operators and movie studios are teaming together to launch a $30 million marketing and promotion campaign touting the virtues of movies on demand.
The three month, multi-media campaign titled "The Video Store Just Moved In" will shine a spotlight on the burgeoning movie on demand category, according to operator and studio executives. The campaign, which began last night (Tuesday) with a spot on Fox's American Idol, will focus on the fun and ease of ordering and watching top theatrical movies at home as compared to trudging out to rent movies from the local home video store, according to campaign officials.
Developed in association with CTAM, operators participating in the campaign include Armstrong, Bend Broadband, Bright House Networks, iO TV, Comcast, Cox, Insight and Time Warner Cable. Studio partners include 20th Century Fox, Focus Features, Lionsgate, Rogue, Sony Pictures Entertainment, Summit Entertainment, Universal Pictures and Warner Bros Entertainment, Inc.
"This is a really exciting campaign and we're hopeful that it resonates with the consumer," said Jamie McCabe, executive vice president of worldwide PPV/VOD for Twentieth Century Fox. "It's good that you have both content partners and operators that are all contributing their time, money and creative energy to try to give the category a nice spotlight as it continues to grow."
The campaign launches as more studios are debuting top box office titles via on demand at the same time they hit video store shelves. Over the last two years there has been more than a seven-fold increase in the number of day-and-date titles offered to digital cable customers nationally, according to VOD content aggregator In Demand.
Titles premiering on VOD during the campaign include Precious: Based on the Novel Push by Sapphire, The Twilight Saga: New Moon, Ninja Assassin and The Fourth Kind.
"We're committed to invigorating the cable Movies On Demand business," said Rob Marcus, Chief Financial Officer, Time Warner Cable. "By strengthening the relationship with our movie studio partners through endeavors like these we're able to deliver a truly exciting On Demand experience to our customers."
The TV spots will appear in heavy rotation on such broadcast networks as Fox, ABC, CBS and the WB, as well as on cable via such networks as TV Guide Channel, USA Network, A&E and MTV.
Campaign print ads appeared in Entertainment Weekly this week, while online banners will run on movie websites Rotten Tomatoes and Fandango, according to campaign officials.
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