Awards Season Push Is On For Movies On Demand


Cable companies are promoting on-demand buys of Oscar-nominated movies once again in their busiest season of the year – the period leading up to and after the Academy Awards on Feb. 24.

Ads on popular entertainment Websites, as well as cross-channel messages using operators’ commercial and barker-channel time, try to drive consumers to and related Facebook pages, urging them to click to watch such nominees as Argo, Beasts of the Southern Wild, Flight and Skyfall.

There’s also a stunt under way featuring all 23 James Bond movies, an extension of a campaign that tied in with the theatrical premiere of Skyfall, the latest Bond title.

In Demand, the MSO-owned leading movies-on-demand distributor, calls this the biggest marketing movies on demand push of the year, including sweepstakes chances to win a mini-tablet or a 50-inch HDTV set.

“Awards season has become Hollywood’s premiere selling season and In Demand is once again delivering national exposure to our affiliates to capitalize on the interest in nominated films leading up to the biggest awards night on Feb. 24,” Stacie Gray, chief creative officer at In Demand, said in a release.

The objective is to generate some 180 million ad impressions across multiple platforms.

Specific elements include:

--Web-site ads on TV Guide, Entertainment Weekly, E!, Hitfix, Indiewire and throughout the Google Display Network and Facebook, driving consumers to and

--Original free on-demand programs including making-of clips and interviews with current nominees such as actors Daniel Day-Lewis, Hilary Swank and Helen Mirren and directors Ang Lee, James Cameron, Kathryn Bigelow, Ben Affleck and Clint Eastwood. Xfinity, Time Warner Cable, Cox Communications, RCN and Midcontinent are airing these FOD programs.

--Listings at including past winners now playing until March 18, on Xfinity, Cox, Time Warner Cable, Bright House Networks and RCN.