After successfully stimulating consumer use of the Movies on Demand® On Cable service in 2010, 12 of the top U.S. cable companies and ten major movie studios are back in the marketplace with a new integrated campaign.
With the media landscape shifting focus away from Friday and Saturday night visits to the local brick and mortar video store, more consumers are interested in renting movies at home on demand on cable. In the wake of this movement, cable and the studios plan to be there “on demand” with the hottest titles demonstrating their commitment to home entertainment and driving growth of Movies on Demand® on cable.
The 2010 campaign was a notable success, with Rentrak reporting a 36 percent increase in average monthly revenue among light users, an 18 percent increase among new purchasers to the category, and sustained elevated usage rates among both groups following the campaign. Rentrak 2010 set-top box data also indicates paid video on demand (VOD) transactions grew 11 percent to 116 million, with revenue up 15 percent in the first half of 2010 versus the same period in 2009.
Lastly, in a post-campaign survey conducted by Frank N. Magid Associates, 81 percent of respondents reported enjoying the convenience of Movies On Demand and nearly two-thirds said it was a good value for the money.
The majority of the hit movie titles in the campaign this year are available on Movies On Demand the same day as DVD and 28 days before most other rental options, thus offering consumers the simplest and best way to rent movies. The new ad creative employs an up-tempo message asking consumers to “Push It”— evoked by the Grammy® award-winning song by rap group Salt-N-Pepa and referring to the digital cable remote button customers use to access On Demand service.
The cable companies in the initiative are Atlantic Broadband, Armstrong, BendBroadband, Bright House Networks, Cablevision, Charter, Comcast, Cox, Insight, Mediacom, Suddenlink and Time Warner Cable. The studios are 20th Century Fox, Image Entertainment, Lionsgate, NBC Universal, Paramount, Relativity, Sony/Columbia, Summit Entertainment, The Walt Disney Studios and Warner Bros. Entertainment, Inc.
The Facebook fan page is www.facebook.com/moviesondemand.
The CTAM Marketing Co-op is leading this initiative and is supported by iN DEMAND’s marketing team. Media Com is managing the media placement, Blast Radius will handle social media, and The Lippin Group is leading the public relations efforts.