Turner Classic Movies unveils ambitious plans to win younger film fan demographic
9 June 2009
Marking its 10th anniversary in 2009, TCM (Turner Classic Movies) is unveiling a younger, more distinctive look to the channel. Designed to engage a younger audience, the fresh direction follows the acquisition of new film titles from leading studios including Warner Bros, Paramount and Universal.
With a wider catalogue of film titles ranging from Any Given Sunday and The Candidate to Boogie Nights and Caddyshack, the channel will debut a more contemporary on-air look. A new series of idents focuses on viewers' reactions to film, capturing the emotive experience of great cinema. While a separate set of idents celebrates famous film quotes.
Online, TCM launches a new website for film lovers across the country. Complementing the broadened and refreshed on-air look, www.tcmuk.tv will deliver film features, video clips and a weekly blog, alongside listings and one of the world's largest film databases to follow in July.
In tandem with the channel's re-brand, TCM will launch Capture Your Classic, a digital marketing campaign that invites viewers to upload recreations of five famous films scenes onto www.tcmuk.tv. The best user generated content will be seeded out across a range of social networking sites.
The celebrity fronted campaign will launch with two famous faces recreating an iconic film scene, alongside many hundreds of members of the public, taking place on 12 July at a central London location.
Barnaby Dawe, Vice President of Marketing and Communications says: "This is all about injecting some fun and exuberance into the TCM brand that will appeal to the 35+ audience, using an integration of digital and experiential marketing."
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For further information please contact:
Yinka Akindele, Senior Press Officer, Turner Broadcasting
Tel: 020 7693 1105, Email: yinka.akindele@turner.com
