Studios, Cable Platforms Align for On Demand Marketing Push

The Hollywood studios and several U.S. cable platforms have joines forces for a $30 million TV, print and online campaign called "The Video Store Just Moved In," illustrating the range of on-demand movies available to digital cable customers.

The studios involved in the new marketing initiative include 20th Century Fox, Focus Features, Lionsgate, Rogue, Sony Pictures Entertainment, Summit Entertainment, Universal Pictures and Warner Bros Entertainment, while the cable platforms are Comcast, Time Warner, Cox, Cablevision's IO, Insight, Armstrong, Bend Broadband and Bright House Networks.

The campaign is highlighting the increasing availability of day-and-date titles on VOD; iN DEMAND, a distributor of the Movies On Demand service to operators, 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.

“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, senior VP and general manager of video and entertainment services at 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 of Twentieth Century Fox Home Entertainment Worldwide, noted, "We've seen on-demand rentals hit an all time high this past year and research shows that it will continue to grow."

"The Video Store Just Moved In" marketing assets include TV spots, print ads and interactive media, and a dedicated website (w//, as well as a universal logo for Movies On Demand that will be used by all the participating cable companies and studios.