The British Association for Screen Entertainment (BASE) and Bauer Media launches phase two of their successful Movie Weekender campaign. The campaign is a continuation of the cross-industry campaign from the video category in 2016, which bought together BASE home entertainment distributor members to promote new release titles on Blu-ray, DVD and Digital formats. The activity began on Thursday 12th January and will run across Bauer Media brands KISS Network, Absolute Radio Network and Magic.
The 2016 campaign aimed to develop a promotional initiative that sits across all distributor releases and formats, physical and digital, to increase penetration amongst new and lapsed buyers – as well as keeping the home entertainment category relevant. In 2016, the campaign ran for 11 weeks, had 85,000 page views to the Bauer Hub and over 5,000 entries on the #MovieWeekender social competition. Post campaign analysis showed a 36% awareness of the Movie Weekender Hub, 24% awareness of the radio adverts and 42% awareness of the overall campaign with Bauer Media consumers. Research also showed that consumers felt much more likely to purchase a movie and recommend getting a particular film to friends and family.
Similar to the 2016 campaign, activity will be running on-air every week from Thursday – Sunday to ensure mass reach of our target consumers. Research has shown this is a key decision-making period for purchase by our target audience, and worked well in phase 1, so we need to ensure we continue to reach them at the most vital time. The activity involves home entertainment new release endorsement from presenters live on air as well advertising spots across the Bauer Media brands.
Changes to phase two of the campaign means that MovieWeekender will now be running beyond the first quarter, extending this further into the year. As the research shows the 2016 campaign was a great success and consumer response was extremely positive, activity will therefore be sustained across 2017 driving greater relevance for the home entertainment category with consumers. The campaign also has the potential to expand and include TV titles, ensuring consumers who love film and TV have a wide range of selection when it comes to buying at the weekend. In addition, support from both physical and digital retailers is highly important and we welcome discussion with our retail partners.
Twentieth Century Fox Home Entertainment UK, Warner Home Video, Universal Pictures UK, Sony Pictures Home Entertainment, Walt Disney Studios Home Entertainment, Paramount, Lionsgate UK and Studiocanal are participating in the first burst of the 2017 initiative that supports new release across all formats as well as the category as a whole, continuing to drive the relevance of video.
Liz Bales, CEO, British Association for Screen Entertainment, said: “Executing cross industry campaigns capable of driving the category is a key objective for BASE. Research shows how much of a success the first phase was and we hope the results can be even better this time around. It’s incredible that we can come together yet again with our members and Bauer Media to create visibility of the video industry by continuing a campaign that has mass reach and the ability to increase revenues. The campaign will continue to promote new release titles across all formats (Blu-ray, DVD and Digital) which we hope will encourage consumers to purchase and enjoy their own Movie Weekender!”