ALLIANCE ATLANTIS PROMOTES NEW LOOK FOR IFC
By Adnews Staff
Alliance Atlantis Communications specialty channel IFC will introduce a new on-air look on Sept. 13. The faces of movie stars and various film clips will be used in station IDs, backplates, menu frames and bumpers. A print advertising campaign using the new tagline, "Where all the cool movies go" broke yesterday. The campaign consists of three executions. These will run in film festival programs and on inserts distributed with tickets for the Vancouver, Toronto, Montreal, Calgary and Halifax film festivals. The first ad displays a DVD that is rated "R" for "regrettable." The packaging reads, "Contains two hours of your life you'll never get back." The second ad depicts a theatre marquee listing movies called "Forgettable Plot" and "Unnecessary Sequel 12." The third ad is a poster for a film called "Mindless Drivel." All three ads use the copy, "Life's too short for movies that suck. IFC: Where all the cool movies go." Thirty-second commercials will go into circulation on Alliance Atlantis channels on Sept. 13. These ads, which spoof movie trailers, will also be shown at film festivals. The channel's new on-air materials were created in-house. The print advertising was done by FCB Toronto.