Cablevision Clicks On Movie Trailer Promo For Paramount

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Cablevision Systems will let viewers "bookmark" a two-minute trailer of Paramount Pictures' holiday release Up in the Air for later on-demand viewing, delivering a new capability through its Optimum Select interactive TV ad service.

To access the movie trailer, viewers must click the "Select" button on their remote during a live commercial for Up in the Air, according to an e-mail sent to Cablevision subscribers this week. The VOD clip is accessible from the Optimum Select menu on the main guide.

Optimum Select movie trailer

The New York-area cable operator introduced the Optimum Select interactive advertising service this fall, which initially gave advertisers the ability to run request for information (RFI) campaigns in local 30-second ad spots to let subscribers order coupons or product samples. Among the first advertisers to buy into the service were Unilever, Gillette, Benjamin Moore and department store chain Century 21.

In 2010, Cablevision expects to add "t-commerce" capability to Optimum Select, giving marketers the opportunity to let viewers purchase products or services directly from a 30-second ad.

Paramount is pushing Up in the Air, currently showing in theaters, amid strong industry buzz. The film, which has received six Golden Globe nominations and other critical acclaim, stars George Clooney and was directed by Jason Reitman (Juno).