American Movie Classics has signed a monstrous 1,200 affiliates to
participate in its latest Halloween promotion, 'MonsterFest 24/7.'
That record number is well above the 840 that tied in last fall, AMC Networks
executive vice president of distribution and affiliate marketing Kim Martin
AMC's stunt will be fleshed out by more than 50 horror films, due Oct. 25
through 31. Participants have agreed to run a 30-second, cross-channel tune-in
spot 400 times between Oct. 7 and 31. The promo includes a message about
high-speed cable modems.
The programmer has scheduled its biggest national campaign yet for
MonsterFest using cross-channel promos, online, outdoor, network radio, print,
cinema and in-store signage.
The first ad will break in the Sept. 29 New York Times Magazine,
followed by the October issues of Entertainment Weekly, Fangoria,
LA Weekly and a four-color national ad insert in the middle of TV
Guide, which an AMC spokeswoman claimed is a first for a broadcaster or
AMC will also place ads in newspapers' TV supplements in the top 20 markets
and wrap a four-color ad around the delivery bag of TheNew York
Times Oct. 25, a spokeswoman said.
And the network will promote MonsterFest through two sister Cablevision
Systems Corp. properties: Clearview Cinemas, which will screen spots, and
consumer-electronics retailer The Wiz, which will post promotional