In Demand LLC is looking to turn up the heat on its winter affiliate marketing campaign for "Mega Movies."
In Demand, which runs promotions in summer and winter to bolster pay-per-view and video-on-demand buy rates, will support eight winter releases, including Spider-Man,
Austin Powers in Goldmember, Men in Black II, Stuart Little 2
and XXX.
For the Dec. 16 to March 31 Mega Movie drive, In Demand is offering affiliates a choice between two programs: the "Mega Moments Sweepstakes" and the "Take Control Sweepstakes," according to vice president of marketing and promotions Gregg Rothberg.
A total of 1,700 systems "participate in our campaigns at different levels," he said.
Alluding to the "80/20" rule, Rothberg said the bigger systems tend to be the most aggressive in promoting these campaigns to their VOD customers.
Consumers who order and watch the package titles can get an entry code — shown at the start of each movie — and then visit www.indemand.com
and register to win $25,000 in cash. That grand prize can help the winners create their own Mega Moment, whether that is a dream vacation, a new house or a new car.
The spots tie-in to that Mega Moments theme by featuring film moments — from the much-publicized kiss in Spider-Man
to Tommy Lee Jones battling aliens in MIB II.
Secondary prizes will include a free yearlong subscription to digital cable.
The PPV and VOD provider noted that systems that deployed last January's Mega Movie promotion posted a 21.3-percent total movie category buy rate. Rothberg said was "an 18 percent lift" above that of non-participants.
Operators can access the Mega Movies marketing kit via In Demand's affiliate Web site; that kit includes cross-channel promos, direct-mail material, print ad slicks and radio spots. The on-air campaigns include one multi-title promo and one spot giving prominence to each movie.
