The Movie Network is hoping its recent face lift will attract more admirers.
The Toronto-based network, which operates a total of five pay tv channels in Ontario, Quebec and the Atlantic provinces under the titles tmn and Moviepix, has come out with a new programming format, an updated logo and an aggressive new advertising campaign to promote it all.
The changes, and the new direction of the advertising, are the result of focus group testing which suggested viewers watch movies to escape, says James Leder, executive vice-president of programming, marketing and sales with TMN/Moviepix.
One of the most noticeable changes at the network is the promotion of its ‘appointment’ viewing system. The appointments are not so much times as movie categories, according to Leder.
The Prime Time weekend category, for example, features five of the week’s best movies (often blockbusters) at 9 p.m. Viewers also have a chance to catch Friday night’s movies on Second Chance Tuesday.
Other categories include Hidden Gems, Saturday Matinee for family viewing and TMN Reel North, which highlights Canadian films.
Feature magazine, the Network’s entertainment guide sent free to tmn subscribers, has also been revamped. The layout is more user-friendly, with the first pages focusing on weekend movies. The publication includes alphabetical listings as well as weekly listings that make it easier for users to plan their viewing schedules.
The advertising campaign includes 30- and 60- sec. spots on the TV Guide channel as well as on other networks, along with radio spots. The tv and radio commercials feature riveting clips from blockbuster films, according to Leder. ‘We let the films do the talking about what we offer.’
The text reinforces the ‘escape’ message and also states, ‘Five choices, five channels every night.’ The spots end with a jingle using the tmn phone number.
The broadcast portion of the campaign is being supported by billboard and transit advertising.
The print element features snapshots from blockbuster movies that are currently running on the network; these change according to the monthly schedule.
Two Door Communications of Toronto handled all creative and media for the campaign. Riordon Design Group of Oakville designed the new logo.
tmn is also conducting a direct mail campaign to cable subscribers and other potential customers and is running an ‘Academy Rewards’ program for its current customers. Members receive special movie rewards, such as gifts or the chance to win prizes, every two months.
‘We know people will always go to the theatre,’ says Leder. ‘We are focusing on providing a premium service to viewers [who] want to see commercial-free movies on television.’
