| |
|
For Immediate Release
MAJOR HOLLYWOOD STUDIOS AND CABLE COMPANIES
LAUNCH
$30 MILLION NATIONAL CAMPAIGN TO PROMOTE MOVIES ON DEMAND™
‘The Video Store Just Moved In™’ Ad Campaign to
Launch This Week via TV, Print and Online to Entice More Consumers to
Join Growing Trend in Renting
Movies on Demand on Cable
LOS ANGELES / NEW
YORK, MARCH 17, 2010 — The nation’s major Hollywood studios and
cable companies have joined forces for a significant push to expand
consumer awareness of the extraordinary value offered by Movies On
Demand™, a service that provides a convenient and affordable way to rent
top-grossing box office hits on cable.
The $30 million TV, print and online campaign is themed, “The Video
Store Just Moved In™” and illustrates in a fun way how easy it is for
digital cable customers to view movies in their homes with a click of
the remote. In addition, during the next twelve weeks, the advertising
will feature a wide variety of recent release titles, some of which are
being offered on Movies On Demand™ the same day as the DVD is available
in stores (Day-and-Date).
“Movies On Demand is a great way for consumers to rent movies, they are
reasonably priced, always available, and the number of Day-and-Date
titles continues to increase year over year,” said Kevin Tsujihara,
president of Warner Bros Home Entertainment Group. “Warner Bros was the
first major studio to test Day-and-Date on demand back in 2006 and the
results have been so positive that nearly all of our titles will be
Day-and-Date this year.”
Leading Movies On Demand distributor iN DEMAND reports that in just two
years there has been more than a seven-fold increase in the number of
Day-and-Date titles offered to digital cable customers nationally.
Furthermore, according to Rentrak, in 2009 eight of the top 10
performing Movies On Demand were released Day-and-Date with DVD,
including “Bride Wars,” “Gran Torino,” “He’s Just Not That Into You” and
“Twilight,” showing the power of such an offering.
“Consumers are accelerating their use of Movies on Demand because it’s
the easiest and fastest way for them to find and enjoy top new
releases,” said Derek Harrar, SVP, GM Video and Entertainment Services,
Comcast. “Improvements in technology, the instant availability of
the most recent box office hits and thousands of library titles have
fundamentally changed viewing patterns.”
Mike Dunn, President, Twentieth Century Fox Home Entertainment Worldwide
added, "There is a significant shift with consumers renting Movies On
Demand due to the in-home convenience and the extensive selection of the
newest releases. We've seen On Demand rentals hit an all time high this
past year and research shows that it will continue to grow."
The opening slate of Hollywood hits includes the critically acclaimed
“Precious: Based on the Novel Push by Sapphire,” starring Academy Award®
winner Mo’Nique, the box office blockbuster “The Twilight Saga: New
Moon,” the action-packed favorite “Ninja Assassin,” and “Pirate Radio,”
starring Academy Award® winner Philip Seymour Hoffman. Also debuting are
“Astro Boy,” “Bandslam,” “Did You Hear About the Morgans?,” “Fantastic
Mr. Fox” and “The Fourth Kind.”
“We’re committed to invigorating the cable Movies On Demand business,”
said Rob Marcus, Chief Financial Officer, Time Warner Cable. “By
strengthening the relationship with our movie studio partners through
endeavors like these we’re able to deliver a truly exciting On Demand
experience to our customers.”
The cable partners in the Movies On Demand™ initiative include
Armstrong, Bend Broadband, Bright House Networks, iO TV, Comcast, Cox,
Insight and Time Warner Cable. The studio partners include 20th Century
Fox, Focus Features, Lionsgate, Rogue, Sony Pictures Entertainment,
Summit Entertainment, Universal Pictures and Warner Bros Entertainment,
Inc.
The “The Video Store Just Moved In™” marketing assets include
TV spots,
print ads and
interactive media,
and a dedicated
website (www.cablevideostore.com).
The campaign also introduces a universal logo for Movies On Demand™ that
will be used by all the participating cable companies and studios.
The logo, which is green in color, speaks to the fast green beam of
light that takes movies from the in-home video store featured in the TV
ad right to the television set – proving how quick and convenient Movies
On Demand is. Comparable to other entertainment industry products that
have an identifiable logo, the Movies On Demand™ image will remind
consumers that the latest releases are available to rent right at home.
Concept and execution for the campaign was handled by Berlin Cameron
United. Campaign media was planned and bought by OMD U.S.
- 30 -
The Movies On Demand™ initiative is
a multimedia promotional campaign made possible by the Cable &
Telecommunications Association for Marketing Co-op. The cable partners
include Armstrong, Bend Broadband, Bright House Networks, iO TV,
Comcast, Cox, Insight and Time Warner Cable. The studio partners include
20th Century Fox, Focus Features, Lionsgate, Rogue, Sony Pictures
Entertainment, Summit Entertainment, Universal Pictures and Warner Bros
Entertainment, Inc.
Press Contacts:
Don Ciaramella / Matt Biscuiti
The Lippin Group
212-986-7080
 |
|
