In Demand Gets Literary with Barnes & Noble

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In Demand L.L.C. will team up with Barnes & Noble Inc. this summer to promote pay-per-view movies and top book titles through the book retailer's Web site (www.bn.com).

The exclusive promotional tie-in is designed to increase exposure of In Demand's summer titles, many of which originated as book titles, and to provide cable customers with discounts via the Web site, In Demand senior vice president and marketing brand director Gavin Harvey said.

The "Books Going Hollywood" campaign features $5 discounts off $25 purchases from Barnes & Noble.com, Harvey added.

August In Demand titles based on books include The Green Mile ($136 million at the box office), originally by Stephen King; The Talented Mr. Ripley ($81 million), by Patricia Highsmith; Anna & the King ($38 million), by Elizabeth Hand; and My Dog Skip ($35 million), by Willie Morris.

"We want TV fans to know that In Demand is the ultimate in-home entertainment destination and the brand they can trust to provide the television premieres of the biggest movies," Harvey said.

In August, PPV customers will be directed to the In Demand site (www.indemand.com) to learn more about the added-value offer. A special mini-site will be devoted to the campaign, Harvey said.

The site will also feature a link that directs customers to a special page on the Barnes & Noble site. The page will provide a promotional code that entitles the customer to a special discount.

In Demand vice president of promotions marketing Stephen Earley said the network approached Barnes & Noble with the promotion, which will also highlight In Demand's September titles through a Barnes & Noble-created direct-mail piece.

"We wanted to do a multititle promotion for August, and we were able to develop, with Barnes & Noble, a movie offer that's meaningful for the consumer," he said.

"For us, it's a movie offer and a traffic builder to our Web site, and we get exposure on the bn.com home page for the entire month of August," he added.

Barnes & Noble.com will also support the campaign with an In Demand banner on its home page, Harvey said. Additionally, bn.com-which receives more than 5 million unique visitors each month, and which is the sixth largest electronic-commerce site, according to Media Metrix Inc.-will dedicate its "Books Go Hollywood" Web-site section to the In Demand August movies featured in the campaign.

In Demand's retail promotion is totally turnkey, and it will be supported by extensive print, video and radio.

The bn.com promotion is the second summer-movie campaign for the PPV network. Last month, In Demand launched its "Summer Cinema Royale," which promotes several blockbuster hit titles debuting on PPV over the next two months, including American Beauty, The Green Mile, Stuart Little, The World Is Not Enough, Sleepy Hollow and Galaxy Quest.

The campaign has been supported by a national and regional consumer media schedule that includes Entertainment Weekly, TV Guide regional editions, national Internet advertising and local radio.

Earley said the Barnes & Noble tie-in is one of many co-sponsored promotions that the PPV network hopes to develop in the near future. "These are the kinds of things that In Demand as a national brand can get," he added. "The brand allows us to go to companies and say, 'We're an attractive destination that you can partner with.'"

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