Trade bodies the Digital Entertainment Group Europe (DEGE) and the British Association for Screen Entertainment (BASE) are launching Mega Movie Week, a category-wide campaign to drive consumer engagement with the growing digital transactional market, running for the week commencing January 21st, 2019.
During Mega Movie Week, BASE and DEGE members, including BBC Studios, Entertainment One, HBO, Lionsgate, NBCUniversal, Paramount Home Entertainment, Sony Pictures Home Entertainment, StudioCanal, Twentieth Century Fox Home Entertainment and Warner Brothers Home Entertainment, will offer consumers a range of digital releases to download at special prices for one week only, with retailers including Sky Store, Amazon Prime Video, iTunes, Google Play, Rakuten TV, BT TV Store, PlayStation Store, Xbox and Chili all taking part to attract new and lapsed customers to the video category and to trial digital ownership.
Supported with a multi-layered marketing campaign across broadcast, digital, social and print platforms, the Mega Movie Week campaign will also drive awareness of the benefits of digital ownership through a concerted PR campaign utilising a range of news generation and influencer activity to reach the different audiences across the campaign. Retail partners will further support with a range of on and off-platform activity and with a full range of CRM activity aimed at keeping new customers engaged beyond the week-long campaign.
“The video category continues to offer audiences a huge degree of flexibility when it comes to ownership and consumption of physical and digital home entertainment products and we know that millions of us enjoy having access to a library of titles we love,” notes Liz Bales, Chief Executive at BASE. “Within that, digital ownership is growing in popularity thanks to the fact that one can access that library at home or on the move and our hope is that Mega Movie Week will bring those benefits to audiences who may not otherwise be engaging with the category.”
“Mega Movie Week represents an unprecedented collective vision from across the category to embrace an opportunity to capitalise on the growth of digital transaction seen in 2018 by encouraging engagement with a limited time offer,” adds Robert Price, Chairman of BASE and Managing Director, Twentieth Century Fox Home Entertainment UK. “With most of us spending more time at home in January than at any other time of the year, the campaign is the perfect way to drive engagement with the ease of digital purchase and to increase awareness of the benefits it offers as just one way of ensuring access to the latest and greatest titles when and wherever you might be.”
Mega Movie Week is the latest in a range of projects aimed at delivering new customers to the video category. Implemented with the benefit of member insight, it will be followed with full campaign analysis from the BASE and DEGE insight team for the benefit of its members and the category as a whole.