For the first time, Home Box Office and Turner Classic Movies are joining
forces on an affiliate-marketing campaign keyed to TCM's upcoming '31 Days of
Oscar' programming stunt.
In the first affiliate push pairing HBO with another AOL Time Warner Inc.
company, this joint 40-market promotion is designed to generate awareness and
ratings for TCM's 31 Days of Oscar during March, as well as to drive 'HBO/Max
Pak' premium-cable subscriptions for HBO and its sister Cinemax service.
This year, TCM will feature 339 movies previously honored with Academy Awards
Consumers who sign up as digital-cable customers during this promotion will
get free or discounted viewing of HBO and Cinemax for 31 days.
Participating cable operators will support the effort with direct mail,
customizable cross-channel promotion spots and print ad slicks, as well as a
trivia-contest component for radio stations.