AMC is bulking up and reorganizing its marketing department to manage its evolving brand position as "TV for Movie People."
Four newly hired staff members will develop strategic, cross-platform marketing partnerships for upcoming original series and specials, said senior vice president of marketing Isabel Miller, who joined the former American Movie Classics last May.
Catherine Moran, former vice president of marketing and director of consumer advertising at Sci Fi Channel; and Jodi Lipe, who co-managed the West Coast office of Viacom Plus, will report to Miller as vice president of consumer and trade marketing and brand management and vice president of trade marketing and promotions, respectively.
Catherine Goldman, formerly an account supervisor at advertising agency Cliff Freeman & Partners, will report to Moran as director of advertising.
And Samira Qureshi, previously promotions manager at TBS Superstation, will work for Lipe as assistant director of trade marketing and promotions.
The newcomers are charged with developing brand-defining on-air, off-channel and online promotions with components targeted to both national and local advertisers.
AMC's first such multifaceted effort is tied to its new monthly "DVD TV" franchise, which began last November.
On one Sunday each month AMC presents a movie, followed by an encore "Much More Movie" version, interspersed with DVD-like bonus features and a related episode of Backstory.
Extras include text information that runs as a crawl, below the letterbox.
Miller said she was pleased that the March 2 DVD TV showing of Moonstruck, starring Cher, averaged a 1.0 Nielsen Media Research household rating.
AMC will mount a major consumer marketing campaign behind the next DVD TV outing, Rain Man, starring Dustin Hoffman and Tom Cruise, according to Miller.
For June's DVD TV version of Ghost, AMC will stage a multifaceted promotion, including national and local sales elements, Miller said, with E. & J. Gallo Winery serving as the national sponsor.
A solicitation kit went out to affiliates last week, offering a PC movie-making kit as the grand prize.
Other AMC franchises due for major marketing support include its film-preservation initiative in May, centering on Clint Eastwood's The Good, the Bad & the Ugly, and "MonsterFest" in October, Miller said.