Network's 'Cowboys' Stunt Lassos Top Ten Results and Creatively Reintroduces Iconic Films to New Viewers
Weekend Delivers 8 Titles with Over 1.00 HH Rating in Prime
New York, NY, March 20, 2007 – AMC announced today stellar results from its weekend programming stunt created by the network to celebrate Cowboys – both classic and contemporary – with unique packaging and targeted marketing tactics. The stunt, which aired March 17-18, included eight titles that delivered over a 1.00 HH Rtg, including Open Range (Sat 8p; 1.58 Rtg) and The Quick and the Dead (Sun 8p – 1.53 Rtg), both of which ranked in the Top 10 among all movie telecasts on basic cable in prime for the week. AMC also ranked #8 in delivery (248) on Men 25-54 for the weekend, among all basic cable nets. The network's Cowboys stunt highlighted eight Hollywood icons who lived by their own code: John Wayne, Clint Eastwood, James Dean, Robert Redford, Ronald Reagan, Robert Duvall, Kevin Costner and Paul Newman. Additionally, in following the evolution of the Cowboy, the network featured mavericks of today who, through interviews produced by AMC, expressed what code they live by and why, as "modern-day Cowboys".
An established leader in the Western genre, AMC developed the Cowboys stunt to celebrate classic movies and key icons, while uniquely modernizing the genre with creative packaging and an overall image marketing campaign. One key marketing component of the stunt was special live-action shoots – produced by AMC – of "modern-day cowboys" including extreme surfer Laird Hamilton, writer/politician Kinky Friedman, fashion designers The Heatherettes, and musician Steve Earle – all of whom embody the cowboy spirit as pioneers and mavericks who live by their own code. Interviews were uniquely intercut with a stylized graphics package. The programming stunt included the production of 15 vignettes, branded graphic show opens, and 15 and 30-second bumps airing as tune-in and movie wraps, all of which featured Classic AMC Cowboys images and text that spells out keywords of the Cowboy Code.
"AMC's focus to uniquely celebrate movies and true icons with both quality and consistency is a big part of the network's continued ratings success, and we are proud of the momentum we are seeing," stated Charlie Collier, AMC's EVP and General Manager. "Showcasing classic film titles with stylistic, relevant and contemporary packaging offers viewers an enhanced movie experience on television – and clearly it is resonating with our audience. AMC has never been at a better place and we look forward to continued growth as we continue our commitment to deliver cinematic, quality entertainment of enduring value."
Today's announcement comes on the heels of AMC's strongest January and February ever, as well as continued top ten status in the month of March in key demo delivery including Men 25-54 and Adult 25-54. Quarter-to-date, AMC is pacing to reach its best 1Q ever.
Ratings highlights of the weekend stunt are bulleted below:
- 5 titles on Saturday and 3 titles on Sunday delivered over a 1.00 HH Rtg and 6 of these telecasts also delivered over 1 million households
- Open Range Sat 8p ranked #10 on HH Rtg (1.58) for Prime movies on basic cable for the week. The Quick and the Dead Sun 8p ranked #10 on A25-54 delivery (779) for Prime movies on basic cable for the week
- AMC's Weekend-long stunt (Sat 6am – Sun 3am) ranked #8 in delivery (248) on M25-54 among all basic cable nets
Source: Nielsen Media Research, Prime M-Su 8p-11p & Sa 6a-Su 3a, 3/12-3/18/07 on HH Rtg, A25-54 delivery, and M25-54 delivery. Ranks among all ad-supported networks that broadcast 51% or more of the daypart. Month-to-date: 2/26-03/18/07; Quarter-to-date: 01/01-03/18/07.
AMC, a division of Rainbow Media's Entertainment Services, which also includes WE tv and IFC Companies, is a 24-hour, movie-based network, dedicated to the American movie fan. The network, which reaches over 90 million homes, offers a comprehensive library of popular movies and a critically-acclaimed slate of original programming that is a diverse, movie-based mix of original series, documentaries and specials. AMC has garnered many of the industry's highest honors, including 14 Emmy awards. AMC is "TV for movie people."
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform programming for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, fuse, IFC, WE tv, Rainbow Sports Networks managed FSN Bay Area and FSN New England, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. The company also manages Rainbow Advertising Sales Corporation, its advertising sales division, and Rainbow Network Communications, its full service network programming origination and distribution company.