ALLIANCE ATLANTIS RELEASES MORE MOVIES CAMPAIGN
By Adnews Staff
The Alliance Atlantis Broadcast Group has begun a new multi-media marketing campaign intended to increase subscription to its More Movies package. The advertising is aimed at Bell ExpressVu and Star Choice satellite customers. Channels offered in the More Movies package vary by cable provider. They include Alliance Atlantis' Showcase Action, Showcase Diva, IFC Independent Film Channel and BBC Canada. The campaign's print elements were created by FCB Toronto. Advertising is running in People, Elle and Inside Entertainment magazines as well as in the film sections of daily newspapers in Toronto, Edmonton and Calgary. Posters have been placed in Go Trains, in Famous Players, AMC, Cineplex Odeon and Alliance Atlantis theatres and in the washrooms of bars and restaurants near movie theatres. On-screen theatre advertising is also in use. The creative shows a large bag of popcorn beside a recliner. The copy advises viewers to "settle in and get comfortable." Radio advertising focuses on the number of movies available. In these ads, announcers are buried under popcorn as they describe the More Movies package. The campaign's television component was created in-house. It depicts a subscriber attempting to pop enough popcorn to last through all the available movies. An avalanche of popcorn fills the apartment complex. The campaign will run through the holiday season.