infomos

client:
• showtime movie channels

product:
promotion of individual movie titles

problems

• movies [and TV] have become commoditised.

• no easy and entertaining way for viewers to realistically browse the ever-growing
amounts of (mostly unknown) movie titles and find a movie right for them.

website and programme guide information was (and still is) extremely poor quality.

• movie channel commercial breaks are comparatively few = low frequency;
• movie channel commercial breaks are poorly rated = low reach;
• PVR users spool past commercials = extremely low reach.
• the promo format was becoming a poor investment.

• the hype from trailer style promos had reached saturation point.
• selling every movie as "the greatest movie ever" erodes trust.

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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.
• make the format useful and entertaining (information + editorial – hype = infomos)

• 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
V
iewers 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 yet discovered them.
• realise there is a magic pudding 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 movie 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 that 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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