To help its "Starz! Super Pak" brand break through the clutter, Starz Encore
Group LLC will launch a new $45 million image campaign this week.
The multimedia campaign -- crafted by the company's new ad agency,
TBWA\Chiat\Day San Francisco -- plays on the emotional response that hit movies
Using the tagline, "Hundreds of movies -- millions of emotions," it shows such
responses from the perspective of someone looking in on a cinema audience.
Separate spots were created to promote the premium-movie programmer's current
lineup of comedies, while others highlight tearjerkers or thrillers.
Starz plans to blanket the market well into the summer with broadcast, cable,
print and radio ads, as well customizable cross-channel spots for
TV media buys include the top 20 cable networks, as well as syndicated shows
like Entertainment Tonight, senior vice president of consumer
marketing Jeremy Harris said. The company has scheduled some media outlets it hasn't
bought in the past, he added.