Photo courtesy of Warner Brothers
New Films on VOD for the Week of March 22
Sandra Bullock won an Academy Award for her role in this touching true story of All-American football star Michael Oher who now plays professional football in the NFL. Available ON DEMAND SAME DAY AS DVD
Sandra Bullock, Tim McGraw. PG-13 / 129 minutes / Available 3/23
JANEANE GAROFALO: IF YOU WILL - Epix On DemandJuly 01, 2010
On Demand Weekly provides reviews of hot movies on demand and TV specials from the POV of watching from the comfort of your home. Today’s review: JANEANE GAROFALO: IF YOU WILL. Tell us what you think at firstname.lastname@example.org.
If Gidget had been born twenty years later, she might have grown up to be Janeane Garofalo. Petite and adorable, but tough enough to surf/play with the big boys (and with multiple tattoos). She’s perky and feisty and we like her, we really really like her! (Although she quotes a review that calls her “hard to love.”)
Movies On Demand® On Cable Success Bolsters Outlook for Major Studios, Cable Co.’s
Industry Launches Marketing Campaign Sequel Asking Consumers to “Push It”
In the wake of dramatic shifts in the movie rental business, 12 of the top U.S. cable companies and 10 major movie studios are demonstrating their commitment to cooperatively driving growth in Movies On Demand® on cable. After successfully stimulating use of the service in 2010 with the first collaboration of its kind in the entertainment industry, this year the collective is investing $10 million in a new, national integrated marketing campaign.
The year-long 2011 campaign features latest hit movie titles, many of which are available on Movies On Demand on cable the same day as DVD and 28 days before most other rental options, thus offering consumers the simplest and best way to rent movies. The ads employ an up-tempo message asking consumers to “Push It”— evoked by the Grammy® award-winning song by rap group Salt-N-Pepa and referring to the digital cable remote button customers use to access On Demand service.
On Demand Weekly asked two industry executives about the potential of VOD as an ongoing media alternative for consumers and how the “Push It” campaign endeavors to help accomplish this.
“The goal of the campaign is to make Movies On Demand top of mind with consumers when the remote control is in their hands,” said Aubrey Freeborn, SVP Marketing and Product Management Worldwide Video On Demand and Electronic Sell-Through Twentieth Century Fox. “Last year’s campaign built awareness of the Movies On Demand brand. This year’s “Push It” campaign demonstrates that the hottest new releases are a click away.”
“Today’s consumer is looking for more and more content that can be enjoyed in the comfort of their homes. They want product when they want and at a price that is affordable,” said Joe Rooney, senior vice president, branding, advertising and social media, Cox Communications and co-chair of the Movies on Demand initiative. “The cable company and studio consortium is positioned to best serve this consumer, providing them with a long list of hit titles that they can easily access via the On Demand service they already have in their homes.“
For more on the campaign, continue reading CTAM's press release...
“An increasing number of consumers are interested in renting movies at home on demand on cable, said Michele Edelman, vice president, worldwide marketing, programming and acquisitions, Warner Bros. Digital Distribution and Movies On Demand initiative co-chair. “So we plan to be there with the hottest titles at the earliest opportunity. We’re excited to communicate about it in such a unique way.”
There have been major changes in the availability of new movies to the cable set-top box, which used to be 30 days or longer after the DVD release. National VOD distributor iN DEMAND reports a significant increase over the past four years in the number and percentage of movie titles premiering on cable’s MOD platform day-and-date with DVD. In 2010 alone, there were 132 films released day-and date, more than double the number in 2009.*
According to Rentrak 2010 set-top box data, paid video on demand (VOD) transactions grew 11 percent to 116 million, with revenue up 15 percent in the first half of 2010 versus the same period in 2009. Directly attributable to the 2010 campaign, Rentrak reported a 36 percent increase in average monthly revenue among light users, an 18 percent increase among new purchasers to the category, and sustained elevated usage rates among both groups following the campaign. Lastly, in a post-campaign survey conducted by Frank N. Magid Associates, 81 percent of respondents reported enjoying the convenience of Movies On Demand and nearly two-thirds said it was a good value for the money.
“Cable companies and movie studios have demonstrated we can provide customers with a product they want, when they want it and at a price they can afford,” said Joe Rooney, senior vice president, branding, advertising and social media, Cox Communications and co-chair of the Movies on Demand initiative. “The current movie rental climate is a pivotal time for us to join together and promote a long list of hit titles to avid movie fans and frequent On Demand viewers, along with light users and customers who are still unaware of the service.“
With 60 titles featured in the ads throughout the year, the opening slate includes: “The Dilemma” starring Academy Award® winner Jennifer Connelly and Golden Globe® winner Wynona Ryder; “The Green Hornet” starring Seth Rogen and the four-time Golden Globe-nominated Cameron Diaz; “Gulliver’s Travels” starring Jack Black and “No Strings Attached” starring Ashton Kutcher and Academy Award winner Natalie Portman.
“We have seen significant growth in VOD transactions especially with day and date releases like ‘Black Swan’ which is currently one of the top VOD titles in the country,” said Jamie McCabe, executive vice president, worldwide pay per view, video on demand, and electronic sell-through, Twentieth Century Fox Home Entertainment. “Fox’s continued participation in the Movies On Demand campaign reflects our commitment to growing the VOD category with our cable distributers and raising consumer awareness of the benefits of VOD.”
The cable companies in the initiative include Atlantic Broadband, Armstrong, BendBroadband, Bright House Networks, Charter, Comcast, Cox, Insight, iO TV, Mediacom, Suddenlink and Time Warner Cable. The studios include 20th Century Fox, Image Entertainment, Lionsgate, NBC Universal, Paramount, Relativity, Sony/Columbia, Summit Entertainment, The Walt Disney Studios and Warner Bros. Entertainment, Inc.
The Facebook fan page is www.facebook.com/moviesondemand.
You May Also Like...
This Week’s New Movies On Demand (THOR, HESHER, HANNA And More…)September 13, 2011
Don't know what movie to watch on demand? Let On Demand Weekly help you browse through the New Movies On Demand (MOD) every week.
Movies On Demand Premiering This Week (September 13, 2011)
- EVERYTHING MUST GO
- RED STATE
It's a Risky week...
THOR – Premieres September 13
Another Marvel character-driven action movie. Like its most recent success in IRON MAN, Paramount decided to have fun and not take itself too seriously (see HULK).
What more can I say? A good popcorn movie before TV returns with all of its Fall series.
Chris Hemsworth, Natalie Portman.
Also in 3D where available.
Same day as DVD
HESHER – Premieres September 13
What, another Natalie Portman film? You got it. Well, you can't say she did THOR and HESHER (which she produced) for the same reasons. And regular fave Joseph Gordon Levitt (500 DAYS OF SUMMER, INCEPTION) seems to have a hair thing going on with his recent roles (HESHER - long hair. Current release 50/50 - no hair).
As a black comedy,independent film, this is a perfect example of a film to Risk watching on demand. You may hate it. But if you don't order it, you won't know if you'll love it because chances are it didn't play in your local theater.
Joseph Gordon Levitt, Natalie Portman, Rainn Wilson
R, Dark Comedy
Same day as DVD
HANNA – Premiered September 6
No surprise Joaquin Phoenix doppleganger (director Joe Wright - ATONEMENT) would deliver a well made film. The surprise is it is about a teenage girl assassin who is truly bad ass. Maybe unbelievably so, but Eric Bana and Cate Blanchett add a stamp of approval.
Saoirse Ronan, Eric Bana, Cate Blanchett
Same Day as DVD, Weeks before Netflix and Redbox
EVERYTHING MUST GO – Premiered September 2
EVERYTHING MUST GO is not a comedy.
EVERYTHING MUST GO is not a comedy.
EVERYTHING MUST GO is not a comedy.
If you've enjoyed the former SNL funnyman in more serious roles (STRANGER THAN FICTION, WINTER PASSING) then give this a shot. Make it a drink-free evening.
Will Ferrell, Rebecca Hall, Michael Pena, Laura Dern
Before DVD, before Netflix and Redbox
RED STATE – Premiered September 1
And the award to the most hyped independent film this year, RED STATE. Entertaining speaker and now sometime filmmaker, Kevin Smith wraps a horror movie plot around the beliefs of a fundamental religious organization.
As it did by opening at Sundance Film Festival, Smith has created an opportunity for an event experience than a good movie. Opposition groups picketed the festival premiere and Smith matched their efforts in the parking lot. It provided a lot of press for the film that doesn't live up to the hype.
John Goodman, Melissa Leo, Michael Parks
Before theatrical release
Britt is the Editor-in-Chief and Co-founder of On Demand Weekly. He is the former head of Affiliate Marketing and VOD for Sundance Channel. Prior to Sundance Chanel, Britt worked for Miramax Films and BMI. He also on the Advisory Board of the Palo Alto Intl Film Festival.
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