Pay-per-view network In Demand next month will launch the biggest PPV movie marketing blitz in its history.
The "Mega Movie" campaign will highlight top Hollywood films that boasted $1 million or more in box-office receipts. The effort was designed to sell the power and sizzle of In Demand's winter movie lineup and to reinforce the value of cable, said network executives.
The campaign will feature a sweepstakes that offers a Hollywood grand prize package, consisting of studio tours, a weekend on a private yacht and lunch at top Los Angeles hot spots.
Titles included in the campaign are
($186 million at the box office),
The Perfect Storm
Professor II: The Klumps
($101 million), and
"The winter is traditionally one of the biggest movie watching times of the year with lots of choices for consumers and we intend to be one of them," Harvey said. "We will continue our aggressive drive to reinforce that In Demand is the ultimate in-home entertainment destination and the brand consumers can trust to see the biggest movies for the first time on television."
Along with the sweepstakes, the network's Radio In Demand program will support the effort in January and February with a radio campaign in the top 20 markets, Harvey said.
The network will also create a multititle overview video spot for both months, highlighting six titles in each. Single-title tune-in spots will also be tagged with the Mega Movies scene.
Single-title tune-in radio spots will be created for titles included in the program.
To support its affiliates' local marketing efforts, In Demand will distribute a campaign kit that includes marketing tips, local promotional ideas, ad slicks, on-hold scripts and a media plan. In Demand vice president of marketing Gregg Rothberg said the movie campaign and the sweepstakes were created to help operators drive PPV buys.
"We created this campaign not only to reinforce our own network position in the market, but to provide added value and support for the marketing efforts of our affiliates," Rothberg said. "We plan to take full advantage of this exciting lineup of hit movies to help drive the pay-per-view revenues of our affiliates and also use it as a vehicle to show cable customers how easy it is to order PPV movies."
Customers can order any Mega Movie on In Demand or learn more about the sweepstakes by visiting the network's Web site (http://indemand.com).
In addition, customers who order a movie featured in the campaign will receive a special "Mega Movie Mogul" code at the end of the feature.