Ad Campaign To Push Pay-Per-View
Warner Bros. Pay TV has created a generic print and TV ad campaign that President Ed Bleier hopes the other movie studios will also use to promote pay-per-view. The campaignís tagline is ""Movie Pay-Per-View-All The Hits At Your Fingertips."" The campaignís centerpiece is an animated PPV logo featuring the tagline and designed for use in all on-air and print ads for PPV movies. Bleier said the time is right to actively promote the PPV-movie category to consumers, now that many cable systems have launched ""near-video-on-demand"" PPV operations offering subscribers a larger choice of PPV films beginning each half hour. ""PPV is getting about as close to the choice and convenience of a video store as you can,"" Bleier said. By Warner Bros. Calculations 1.2 million AT&T cable homes have digital service with a greater number of PPV movie offerings, and these homes buy four times as many PPV movies as those subscribing to cable systems with fewer PPV channels. Warnerís Pay TV division approached other studios to enlist their support in financing and creating a generic PPV-movie campaign, but when agreement could not be reached, Warner decided to go it alone. Source: Video Business