Press Release #110 (2/16/12)
For immediate release
iN DEMAND ASKS FOR THE ENVELOPE - AND PUSHES IT
Company Launches Multi-Faceted Marketing and Promotional
Movies On Demand Campaign
to Supplement Industry Efforts Around 2012 Awards Season
MOD Awards Season Messages Come to Movie Theatres, Cafes, Gaming Sites...Even in Elevators....Plus, Great Oscar® Moments Now on Cable
New York, February 16, 2012 - Awards Season 2012 is in full swing, and cable systems are promoting cable's Movies On Demand (MOD) as the best place to see many award-winning and award-nominated titles. Leading Movies On Demand distributor iN DEMAND is helping to spread the MOD on cable message on behalf of its affiliates with layers of media, contests and gaming, set to garner 50 million-plus impressions. The company's 2012 Awards Season marketing campaign will reach potential audiences in new and innovative ways, such as in movie theaters, on the way to work, while relaxing in cafes, through online movie trivia and via a user-generated content contest. Plus, through a new promotional content partnership with the Academy of Motion Picture Arts and Sciences® (AMPAS), viewers can see memorable highlights of past Academy Award® telecasts.
"The first quarter is the time of year when movies have the highest awareness via national media, blogs, social media and of course around high-profile awards shows," said Stacie Gray, Chief Creative Officer, iN DEMAND. "It is imperative for Movies On Demand to be part of the conversation, since many of the nominated and winning films can be viewed right now on cable's MOD platform. We want to bring this message to movie-lovers wherever they might be, in or out-of-home."
Following is a brief overview of iN DEMAND's 2012 Awards Season campaign:
Great Oscar® Moments:
Viewers can relive quintessential Oscar highlights on cable's Movies On Demand (MOD) through Comcast, Time Warner Cable, Cox Communications and Bright House Networks and on many system websites through a new promotional content partnership between the Academy of Motion Picture Arts and Sciences® (AMPAS) and iN DEMAND. Highlights of the content include outstanding monologues, memorable acceptance speeches and show highlights that will get fans ready for the upcoming Oscars on February 26. Online content is also available on rentmoviesondemand.com.
IN MOVIE THEATERS:
Movie audiences will see the MOD :30 spot* in National CineMedia (NCM)'s FirstLook pre-show program on nearly 2,500 screens in 168 movie theatres in 12 of the top U.S. markets throughout February, 2012.
iN DEMAND is once again partnering with TVGuide.com to launch a highly engaging custom-built page on TV Guide's awards section starting mid-February, featuring nominated movies and past winners now playing on MOD. Movie fans can also make their predictions via the Pick ‘Em Challenge and share their picks on Facebook for a chance to win a 50" HDTV and one year of Movies On Demand.
In the two weeks leading up to the February 26 ceremony, 7,500 video screens in elevators in almost 750 office buildings will feature the MOD Awards Season creative through Captivate Network. Sync sponsorship includes video, editorial and logo placement. Campaign will run in 12 of the top U.S. markets.
NATIONAL CAFÉ NETWORK:
iN DEMAND is working with DigiCast Networks, which is incorporating the MOD awards season message on digital video displays in their Café Network, reaching cafes, coffee houses and juice bars located in 18 states during most of February. Favorite customer hangouts such as The Coffee Bean, Tully's, Noah's, Robeks and Juice It Up will display the messaging.
GAMING and ONLINE:
Sporcle - Gaming site Sporcle.com will feature movie-themed games on the home page for six weeks with MOD-sponsored badges as well as flash banners across the site. In addition their movies category pages will have a clickable skin pointing to rentmoviesondemand.com/awards.
ON RENTMOVIESONDEMAND.COM and FACEBOOK.COM/MOVIESONDEMAND:
>In addition, national on demand distributor iN DEMAND, in support of the cable industry's Movies On Demand campaign currently in the marketplace, is giving movie fans their own ways to win during Awards Season with a user-generated video contest, an awards-themed Facebook app and trivia game. The website also provides information on nominated titles and past winners now on MOD. (Note to editors: See separate press release with more details about these elements.)
>The WINNING MOVIE MOMENTS contest invites would-be thespians to send in videos of themselves recreating some of the world's most memorable movie lines from 10 award-winning films, such as "Casablanca" ("Here's looking at you, kid.") and ‘Gone with the Wind' ("As God is my witness, I'll never be hungry again."). Online voting will select the winner of a brand new 55" HD-3D TV. Contestants enter by visiting http://www.rentmoviesondemand.com/moviemoments
>"List It!" - An awards-themed version of the Movies on Demand on Cable app* which gives users a chance to rank past award-winners in major categories and win daily prizes. Go to: http://www.facebook.com/moviesondemand.
>Trivia - Users can visit http://www.rentmoviesondemand.com/awards
to play a series of awards-themed trivia games powered by leading media entertainment company Exponential Entertainment, the creators of the soon to be released online movie game HollywoodPlayer. Until March.
The creative for the campaign encourages viewers to "Watch this year's contenders or past winners right at home via MOD." The spot can be viewed on rentmoviesondemand.com.*
All films featured in the promotions will be available to order instantly on cable**, with just a click of the remote. Cable's MOD gets major new release titles often the same day as they are available on DVD and many come to cable weeks before Netflix and Redbox or earlier.
*Email version of video of spot available. Contact us below.
**Title dates and availability varies by system.
About iN DEMAND
iN DEMAND L.L.C. is the pioneer and world leader in providing exciting transactional entertainment delivered through television's most innovative technologies. iN DEMAND creates and delivers programming through cable Pay-Per-View (PPV), Video On Demand (VOD) as well as on digital platforms. Content is delivered in SD, HD and 3D. iN DEMAND's owners are Comcast iN DEMAND Holdings, Inc., Cox Communications Holdings, Inc., and Time Warner Entertainment - Advance/Newhouse Partnership. Further information about the company can be found at www.indemand.com
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