E! Entertainment Television and Viewer's Choice will
offer subscribers a monthlong consumer-incentive campaign that will provide free E!
programming with the purchase of a March pay-per-view movie.
The unprecedented partnership between the PPV distribution
and marketing company and E! will award an exclusive E!-produced video -- The Best of
E! Celebrity Arrivals: Glamour, Glitz and Goofs -- featuring 10 years of celebrity
red-carpet arrivals to major awards shows, the companies said.
For Viewer's Choice, the deal -- which will include
extensive national promotion on E! -- represents the most exposure that the PPV industry
has received for any movie promotion. E! is in front of 54 million combined
direct-broadcast satellite and cable subscribers.
"It was a great opportunity for Viewer's Choice,
PPV and subscribers," said Sandy Grossman, director of movie and event promotion for
Viewer's Choice. "It represents the greatest reach for a campaign in the
For E!, the campaign allows the network to provide more
exposure for its March 21 Academy Awards coverage. Viewer's Choice will tag
cross-channel spots with E! promos for the 11-hour presentation.
"March is a big PPV month, and it's a great
window for the industry to promote its PPV movies and for us to promote our Academy Awards
coverage," said Brad Fox, E!'s senior vice president of affiliate relations.
"We're in a great position to help the operators
to generate PPV revenue and to drive audiences to PPV by lending our brand and reputation
as the entertainment authority," Fox added.
Movies offered during the campaign window include 20th
Century Fox's There's Something About Mary; Paramount Pictures' The
Truman Show and Rush Hour; Warner Bros.' Lethal Weapon 4; Columbia
Pictures' The Mask of Zorro; and Buena Vista Television's Six Days,
E! and Viewer's Choice have already signed up 529
systems representing 20 million addressable homes for the campaign, which will run through
The two companies will offer a comprehensive package of
marketing tools and collateral materials for participating affiliates, as well as print,
radio, TV and Internet exposure, Grossman and Fox said.
E! will support the campaign with spots on the network, as
well as during its extensive Academy Awards coverage. Viewer's Choice will also run
spots for the campaign between movie start times.
While the campaign is unique, it's not the first time
that E! has promoted PPV programming. The network has offered operators E! Clips, a
half-hour program that provides exclusive, behind-the-scenes material about various
feature films running on PPV each month.
"We've offered E! Clips for six years now,
and it's been very successful," Fox said. "We're really the only
basic-cable service that is helping operators with their PPV business. If this continues
to be successful, then we hope to extend the relationship in the future."