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TCM

Case Study

 

The challenge

Turner Classic Films channel (TCM) was struggling to stay relevant, particularly with younger audiences. They needed to drive awareness, get younger viewers into the tent and increase viewership for their channel line-up while also leveraging content from their annual film festival held in Los Angeles.

 
 
 

SOLUTION   

  • Created a win-win promotional and marketing event strategy between Hollywood’s major studios, TCM and movie theaters nationwide to bring iconic, blockbuster titles such as Casablanca, Dirty Dancing,  Singin’ in the Rain and many more back to the big screen for a limited movie theater run to coincide with their upcoming DVD and/or Blu-ray releases.  

  • Drove TCM talent and brand awareness via TCM’s talent who served as “hosts” for the movie theatre events on the big screen.  TCM hosts gave audiences unique perspectives on the classic films, historical significance, never-before seen elements and interviews from the annual TCM classic film festival in Los Angeles as a part of each event. 

  • A First-of-Its Kind” cross promotional relationship was created between movie theatres and a broadcast network that opened the door for TCM to be promoted in front of current Hollywood blockbuster films in exchange for theatre event cross promotion on TCM. 

  • Studio DVD and Blu-Ray availability was promoted as a part of the “Classic” film event in theatres 

 
 
 

RESULTS 

  • The TCM “Classics”  event cinema series is entering its 7th season in theatre nationwide 

  • TCM’s audience demographic has broadened by way of visibility in theatres 

  • Demand has grown from 2-3 events per year to a monthly event in 2017-2018  

  • Series now branded “TCM Classics” 

  • Attendance continues to be very strong and significant incremental revenue has been generated for the theatres, TCM and the associated studios 

  • Associated studio DVD and Blu-Ray sales rose significantly after the theatre events occurred