infomos

client:
• showtime movie channels

product:
• promotion of individual movie titles

problems

Here's the the thing... movie trailers kinda suck... and everyone knows it.
Okay, let me clarify that... the viewers know trailers cant be trusted. They know trailers give away too much of the plot. And they sure know what it's like to be excited by a trailer and then severely let down by the movie.

Since its earliest days, the TV business has licensed theatrical movies for broadcast.
At the same time, TV has heavily borrowed from the trailer format to promote the movies.

Movie trailers are now ubiquitous. Almost every digital outlet uses them as (pretty much) the only way for a customer to get the flavour of a movie. The problem is, there are just so many movies available now, that using movie trailers to guide choice becomes impossible.

Meanwhile, movie reviews tend to be highly subjective; and viewers will often find a critic marks down one of their favourite movies, instantly biasing the reviewer ever after.

Finally, user generated reviews are mostly only generated by people at the extreme ends of the audience: the loyal fans or the absolute haters.

solution

I developed a whole new format of movie promotion that simply told the viewer what they wanted to know about a movie. Infomos are unbiased, useful and entertaining spots in their own right.

(information + editorial) – hype – review = infomos!

As a body of content, infomos help to properly curate a selection of movies and gives viewers the right context to approach a movie title.

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solution: improved financial efficiency

• create a format that could be played (and actually watched) on-air and online;
• as well as used in content-desperate EPGs, apps, websites.
• properly curate the movies in line with the Showtime "Movie People" positioning.

result
far better reach per cost of each promotional item produced;
especially for otherwise great movies that had low/no marketing budget;
or that came to the viewers around the Hollywood marketing machine.

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solution: freedom of choice

• help viewers make the right purchasing decision
• recommending certain customers away from a given movie title where appropriate.

result
not selling every show as something that every person will find "totally amazing" creates a relationship of trust with the viewers.

Giving the viewers the power to choose whatever they like should also mean allowing viewers to not choose whatever they like. In the nicest way possible of course.

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solution: another angle on pre-sold titles

• help people confirm that a movie they missed at the cinema is time-worthy.
• build the brand by creating content that lovers of the movie will agree with.

result
For the time-poor, pre-sold audience, infomos work as a great reminder; delivering confirmation of choice; and a new angle to the marketing mix.

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solution: going beyond the lowest hanging fruit

• reset the marketing of the movie at the subscription TV window.
• never assume people know what you're talking about.

result
The infomo format does a great job of reaching the uninformed; and sometimes, right through to the haters.

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solution: target the new audience of niches

• never confuse the ratings metric as a measure of satisfaction.
• build a total channel audience by collecting the niche audiences.

result
Viewers discover their "next favourite movie they never knew existed".

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solution: breathe new life into forgotten work

• realise that all great movies are premieres to people who haven't discovered them.
• realise there is a renewing audience of young people always looking to discover.

• describe and redefine older movies through contemporary experiences;
• put the movies in context;
• remind "oldies" how great the movies can be;
• maybe even convince people to watch them again.

result
Long tail movie titles gather less dust on the virtual shelves of the digital library.
The infomo opens the possibility to go beyond lip service, to actual notions of discovery, recommendation and curation.

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solution: do believe the hype

• realise people are more concerned about wasting their time than their money.
• realise nothing kills movie brands dead better than being suckered.
• help people know when the hype is warranted.

result
B titles perform better than blockbusters.

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solution: localisation

• realise that some titles don't travel well in international markets
• give viewers the information they need to put the movie in context.

result
C titles become perform better than blockbusters.

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production credits

infomo concept and development: Charley Holland
copywriting on this selection of infomos: Charley Holland

production/editing: Will Dent, Rose Aldahn, Tim Webster, John Raso.
graphics: Richard Grant, Linda Soo
voice overs: Jim Pike, Tabitha Halley, Nick Bennett

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