In Demand Sets Summer Movie Promo


In an effort to tout its major summer pay-per-view-movie lineup, In Demand has created a multilevel promotional campaign that will launch later this month.

In Demand's "Summer Cinema Royale" promotion, which bows May 29, will promote several blockbuster titles debuting on PPV over the next two months, which generated more than $1 billion combined in theatrical box-office revenue.

Some of the titles featured during the campaign include Academy Award-winning best picture American Beauty ($103 million at the box office), The Green Mile ($128 million), Stuart Little ($134 million), The World Is Not Enough ($126 million), Sleepy Hollow ($98 million) and Galaxy Quest ($67 million).

To support the campaign, In Demand has developed a Summer Cinema Royale marketing kit for operators, which includes marketing tips, local promotional ideas, ad slicks, a customizable local press release, a media plan, a logo sheet and a radio spot-order form, vice president of marketing Stephen Earley said.

The campaign will be supported by a national and regional consumer-media schedule that will include Entertainment Weekly, TV Guide regional editions, national Internet advertising and local radio.

Two multititle overview video spots for each month featuring six titles per spot will be created in support of the campaign, as well as single-title tune-in spots tagged with the Summer Cinema Royale theme.

In Demand has also created a sweepstakes offered through radio promotions in more than 19 markets, as well as on its Internet site (, which allows winners to choose their own grand prize. Prizes could range from an in-home butler for a week, to a lifelong supply of TV dinners, to a television in every room, Earley said.

"The idea is to create a compelling campaign that sells the power of the movies with the In Demand brand," he added.

"When you think of summer, traditionally, it means getting out and seeing movies in the theaters, but the Summer Cinema Royale campaign emphasizes to consumers that they can watch the biggest titles in the comfort of their home," he said.

In Demand vice president of marketing Gregg Rothberg said the company is spending more media dollars for this campaign on both the local and national level than on any previous PPV-movie promotion.

"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 to also use it as a vehicle to show cable customers how easy it is to order pay-per-view movies," Rothberg added.