Studios, Operators Spending $30 Million To Promote Movies On Demand
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Several cable operators and movie studios are teaming together to launch a $30 million marketing and promotion campaign touting the virtues of movies on demand.
The three month, multi-media campaign titled “The Video Store Just Moved In” will shine a spotlight on the burgeoning movie on demand category, according to operator and studio executives. The campaign, which began last night (Tuesday) with a spot on Fox’s American Idol, will focus on the fun and ease of ordering and watching top theatrical movies at home as compared to trudging out to rent movies from the local home video store, according to campaign officials.
The campaign launches as more studios are debuting top box office titles via on demand at the same time they hit video store shelves. Over the last 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, according to VOD content aggregator In Demand. More on Multichannel.
Posted In: Entertainment, Movies, Media & Publishing, TV, VOD
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