Hollywood Studios Renew Cable VOD Marketing Push

PUSH IT - Movies on Demand - Little Fockers

-- $10 Million Campaign Touts Movies On Demand, Day-and-Date Releases


Ten Hollywood studios renewed a marketing campaign organized by major cable operators looking to tout their video-on-demand platform as best way for viewers watch new movies. 

The studios and cable MSOs are spending $10 million in cash and cable ad inventory on the campaign, which has the tag line "Push It," from the song by rap group Salt-N-Pepa. Last year, the cable MSOs and studios spent $30 million on a similar campaign called, "The Video Store Just Moved In."

Cable operators face stiff competition in the digital movie space from Netflix, Apple's iTunes Store, Amazon.com, along with other online video players and pay TV providers. The MSOs have been pushing movie studios to let them release more movies on VOD the same day they are released on DVD, and they say the day-and-date releases are beginning to pay off. 

Paid VOD transactions grew by 11 percent to 116 million last year, according to Rentrak data released by the Cable & Telecommunications Association, which oversees the Movies On Demand marketing co-op. The number of day-and-date movies available on cable VOD more than doubled to 132 films in 2010, it added. 

Pay-per-view programming distributor In Demand developed the creative for the campaign, and managed the media buy with ad agency MediaCom. Cable MSOs setting aside local ad inventory for the spots include Comcast, Time Warner Cable, Charter Communications, Atlantic Broadband, BendBroadband, BrightHouse Networks, Cablevision Systems, Mediacom Communications and Suddenlink Communications.

Studios investing in the campaign include Warner Bros. Entertainment, Disney, 20th Century Fox, Paramount, NBC Universal, Lionsgate, Relativity, Sony/Columbia, Summit Entertainment

North America