Did Movies On Demand Marketing Pay Off?

EXCLUSIVE: Backers are ready to take a victory lap for their two-year Movies On Demand marketing campaign for cable built around the slogan: “The Video Store Just Moved In.”  But the evidence that they’re starting to circulate fails to demonstrate that they attracted lots of new rentals following their TV, print, and online sales pitches, which began last year with a $30M commitment. They point to figures from Rentrak that show cable subs viewed VOD more than 6.4B times in the first 10 months of this year, up 10.3% vs the same period last year. The problem? That figure isn’t just movie rentals — it also includes movies shown for free as well as TV shows. They also note that newcomers to VOD movies — people who hadn’t ordered one in at least three months — paid an average of $7.71 a week this past summer. That’s up 67% from the spring, and it’s “a massive increase since early 2010, when they weren’t spending at all” for VOD movies, says Char Beales, who oversees the Movies on Demand campaign. While she’s probably right, it doesn’t mean much because the group doesn’t tell us (more…)

This article was printed from https://deadline.com/2011/12/did-hollywood-and-cables-campaign-to-promote-vod-rentals-pay-off-possibly-not-205190/