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, 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 electronic-mail outreach.