With several top box-office hits bowing over the first quarter, In Demand will look to drive pay-per-view and video-on-demand buys through two sweepstakes promotional campaigns.
The sweepstakes campaign, which runs through January and February 2004, will offer traditional PPV and near VOD subscribers the opportunity to win a free year of digital-cable service, while VOD consumers have a shot at taking home a 51-inch HDTV set, In Demand vice president of marketing Gregg Rothberg said.
The winter 2004 promotion was created to tout the movies appearing on PPV and VOD over the next two months, including such titles as Pirates Of The Caribbean ($298 million in box office revenue); X2: X-Men United
($214 million), Terminator 3: Rise Of The Machines ($150 million); S.W.A.T. ($117 million), and Seabiscuit ($120 million).
Other movies offered as part of the promotion include American Wedding, Lara Croft: Tomb Raider and the animated Sinbad: League of the Seven Seas.
Most of the films offer PPV windows within the average 30- to 60-day mark, according to the network.
In Demand officials would not disclose the cost of the promotion, which will feature print materials including ad slicks, postcards and billstuffers, as well as 60-second radio spots and consumer e-mail outreach.
Four grand prize winners will be chosen from amongst PPV movie purchasers during the campaign to win an 18-piece Home Entertainment Room from Ashley Furniture plus a free year of digital cable, said In Demand. In addition, 25 first-prize winners will win Ashley Furniture recliners and movie coupon packs, and 50 secondary-prize winners will win 12 free movies.
Digital cable subscribers who watch movie previews for participating VOD movies during the campaign will have the opportunity to enter the "Win a 51" HDTV Sweepstakes, which will award 35 grand prize winners a 51" high-definition projection television, said the network.
Also, 10 first-prize winners will win a free year of digital cable, and 50 second-prize winners will be awarded one free-on-demand movie every week for a year.
In Demand will also launch two mini Web sites to allow subscribers to enter the respective sweepstakes. Information and entry forms for the "Stay iN To Win Sweepstakes" for free digital cable will appear on the programmer's Web site (www.indemand.com), while similar information for the "Win 51" HDTV Sweepstakes" HDTV contest can be found at www.cablemoviesondemand.com.