Marketing Movies OnlineAttack the Block – A Case Study

Helen Cowley

Head of Editorial & Digital Content

Jo Underhill

Head of European Media Sales

Online = Mobile + OTT + social + desktop browsing

LOVEFiLM:

We cater for a wide-ranging audience that have a variety of needs, with a variety of channels to

accommodate.

We can offer a complete film solution

The emergence of ‘second screen’ viewing

The Evolution of Online Marketing

What’s important for our audience?

Engagement

What’s important for our audience?

Engagement

What’s important for our audience?

Engagement

Discoverability

What’s important for our audience?

Engagement

Discoverability

Entertainment

Why Attack the Block?

Supporting British Talent: Rising and Established

A film that offered crossover across age groups

Opportunity to explore innovative ideas in partnership with StudioCanal

The opportunity to offer exclusivity and ownership to our customers

Production

on set

DVD

New content + awareness

Theatrical

Editorial review interviews & screenings

Pre-theatrical

Prior to launch dedicated product

page on site

Digital

Audience already generated for digital content

Supporting Film: Cradle to Grave

User interest across channels

Allowing us to understanding the audience A variety of tools we use to collect data

Theatrical Release

A focus on the customer

Fully Interactive preview screening, with social touch points + live interaction

The opportunity to broaden our audience & raise awareness of the film before cinema release

DVD Release

Reignite awareness of the title, using a combination of Ad Spend and Editorial

The ability to segment our data & target accordingly

Highlighting Blu-ray & DVD offerings.

Capitalising on the SVOD window

How do we break out a title on the service?

Our aims: Highlight the exclusivity of the title

Create a “appointment-to-view” component of our campaign

The possibility of working with talent

Explore how LOVEFiLM could harness the ‘second screen’

Capitalising on the SVOD window

Media First - Attack the Block: Live Commentary

14

Digital Window Results

29,000 minutes of the LiveStream viewed

Attack the Block the no 1 streaming title on the service week of release

Significant Media Coverage

A unique experience for the LOVEFiLM customer

Summary

LOVEFiLM is in a unique opportunity to support film life cycles

We want to continue to innovate in this space in order to deliver: Engagement, Discoverability + Entertainment