In Demand Sets Marketing Campaign for Oscar-Nominated Movies Airing On Demand

Campaign highlights high-profile films acknowledged during awards season
In Demand Oscar photo.jpeg

With the buildup to Sunday’s Academy Awards ceremony at a fever pitch, In Demand has teamed with MVPD distributors and marketing companies to tout Oscar-nominated movies currently running on the service’s Movies On Demand (MOD) platform.

Along with promoting nearly 20 Oscar-nominated movies currently available on demand -- including such Best Picture-nominated titles as Hell or High Water, Arrival and Hacksaw Ridge -- In Demand will offer affiliated distributors original, short form interviews with nominated directors and actors as part of its fourth annual “Contender Conversations,” In Demand chief creative officer Stacie Gray told Multichannel News.

“We have an opportunity to create an immersive experience for customers through the movies as well as all of the added-value content we provide through interviews and free on demand," she said. "It gives people a chance to get closer to the movies, the filmmakers and the stars."

In Demand’s Oscar-targeted campaigns in the past have led to strong on demand performances, according to Gray, adding that typically the first quarter of each year the company has promoted Ocscar-nominated movies has been the most prolific in terms of on demand movies buys.

“The nominated titles are always high among the top performing titles for the quarter,” Gray said.

This year In Demand has partnered with its parent companies including Comcast, Charter Communications and Cox Communications to place MOD ads on 20 targeted networks which tout the nominated titles, said the company. In Demand has also built customized microsites for the Cox and Charter websites where subscribers can see the “Contender Conversations” episodes as well as Oscar-nominated movie listings and trailers.

In addition, In Demand has teamed with high-profile movie websites Indiewire and ScreenCrush to develop marketing campaigns that are expected to reach a total of six million monthly unique impressions and over 1 million social media interactions combined.

In Demand has even set up a national Movies On Demand Pool for the Academy Awards in which consumers can pit their Oscar picks against other participants. Viewers can sign up individually to participate in the national pool, host or join a private pool, or join with other subscribers within their cable systems. The results of the pool will be automatically tabulated as the show progresses, said In Demand officials.

Gray said that the campaign allows viewers to learn more about the movies that have been nominated, particularly since many were not big box office draws and did not receive alot of media attention.

“There’s so much conversation and focus around movies across all media, so we felt this was the perfect time to bring our owners and the industry together and create a bigger message around movies on demand on our platform,” Gray said. “We always have nominated titles, so it’s a great time to promote because people are naturally looking to catch up on these movies and see them before the Oscars and/or following up once the winners are announced.”