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The British Video Association (BVA) – the body which champions video entertainment in all its forms – is launching a cross industry umbrella campaign entitled #MovieWeekender in partnership with Bauer Media.
The first campaign of its kind from the video industry sees Twentieth Century Fox Home Entertainment UK, Warner Bros Home Entertainment, Universal Pictures UK, Sony Pictures Home Entertainment, Walt Disney Studios Home Entertainment, Paramount, Lionsgate UK, Studiocanal, Entertainment One (eOne) and Koch Media and the BVA, joining forces in a BVA-led cross-industry initiative that supports new release across all formats (Blu-ray, DVD and Digital HD) as well as the category as a whole, driving visibility and relevance of video.
The #MovieWeekender campaign builds on knowledge that target audiences start to think about weekend viewing from Thursday onwards, the campaign will disrupt audiences across multiple Bauer Media platforms between Thursday and Sunday in order to persuade them to buy the latest video new releases and make an occasion of enjoying video titles at home at the weekend. The campaign will drive conversation through mass reach of the Bauer Media Network and further establish video in the day-to-day routine of target audiences.
As demonstrated in the video category 2015 year-end figures (BVA January 2016) video has now reached tipping point in terms of format consumption and through consumer demand for content has become truly multichannel. On the flip side, insights from Harris Interactive show that some aspects of the video audience are confused by the plethora of format options and this can act as a barrier to purchase. #MovieWeekender campaign address both of these aspects by promoting titles with a clear and consistent format message, supporting easy discoverability for some while also familiarising broad consumer audiences with existing and emerging formats in order to help consumers recognise and feel comfortable with format options from across the video category, ultimately engaging consumers in the video category for longer.
In addition, the #MovieWeekender campaign leads with a strong buy to own message and while this is the primary communication, the campaign is flexible enough to carry an education element not only in relation to formats, but giving a unique opportunity to collectively promote legal routes to video consumption through FindAnyFilm.com. With FindAnyFilm.com as the primary retail call to action, we can support all retail platforms while also achieving collective objectives of promoting legal content sources.
This collective industry first approach has unlocked incremental editorial value in the campaign which aids in amplifying the halo effect of #MovieWeekender across the industry.
#MovieWeekender represents true industry collaboration, from home entertainment distributors, as well as trade bodies. Fulfilling collective objectives of the BVA and DEG Europe to drive ownership and relevancy across the category and meeting Industry Trust objectives through funnelling consumers to purchase through legal routes via FindAnyFilm.com
“We wanted to create a campaign that increased penetration amongst new and lapsed buyers of home entertainment and to re-ignite the weekend as the perfect occasion to buy new movies on Blu-ray, DVD or Digital HD to enjoy at home,” explained Liz Bale, BVA CEO. “With winter creeping in, now is the perfect time to be launching this campaign and Bauer is the ideal partner. The campaign uses the power of new release video content and the strength of Bauer’s audience network to re-engage consumers in buying video content to enjoy again and again.
This is a significant initiative from the BVA and its Members, it is the biggest cross industry video campaign of this nature and our aspiration is that #MovieWeekender will become a standalone brand that consumers connect with and that further drives demand for owning content.”