In Demand Movie Campaign Has Charity Ties


Attempting to build on a prior pay-per-view film effort, In Demand has cooked up a summer-movie campaign that touts several blockbuster Hollywood releases.

But In Demand's June Mega Movies deal will have a charity element: the PPV programmer will donate $150,000 generated from the push to The Starlight Children's Foundation, said senior vice president of marketing and brand director Gavin Harvey.

Academy Award winning actor Cuba Gooding Jr. — Starlight's spokesman — will support the effort on the charity's behalf.

Gooding will appear in several promotional spots that encourage viewers to help Starlight by ordering movies, Harvey said. The actor also recorded a spot for cable operators that sponsor local Starlight "Fun Centers," which provide entertainment therapy to seriously ill children during their stays in the hospital.

Movies slated to appear on PPV during the promotion include What Women Want, with Mel Gibson ($182 million at the box office); Miss Congeniality, with Sandra Bullock ($106 million); Space Cowboys, with Clint Eastwood ($90 million); Finding Forrester, with Sean Connery ($51 million); and Men of Honor, with Gooding and Robert DeNiro
($48 million).

Gooding's presence and the Starlight tie-in should help raise awareness for both the campaign and the In Demand brand, said Harvey.

"We are fortunate to have Cuba Gooding Jr. involved in the campaign, both as the star of one of our mega movies but also as an articulate spokesperson for a great cause," Harvey said.

In Demand's first movie-madness campaign last January produced some buy-rate success stories. According to preliminary results from a sampling of key markets, "Mega Movies" titles scored buy-rates that were at least 15 percent higher than comparable films that performed similarly at the box office.

The titles featured in that campaign were much stronger than those in the current promotion. The January crop included Gladiator, X-Men, The Perfect Storm, Scary Movie, Nutty Professor II: The Klumps
and Gone In Sixty Seconds.

To support the campaign, In Demand will buy radio, online and outdoor ads in selected markets. The network will also offer operators two "Mega Movies" branded television spots that feature Gooding and mention the Starlight Children's Foundation tie-in.

Through its new online cyber-affiliate kit, In Demand will also provide operators with marketing tips, ideas for local promotions, ad slicks, local Starlight Children's Foundation donation opportunities and other materials.