Initiative Leverages Both Brands to Determine Movie Lovers'
Favorite Classic Films
New York, NY – August 20, 2007 – AMC announced today that it has created a unique, multi-platform, consumer campaign for f.y.e – for your entertainment to target the network's movie loving audience to determine their favorite classic movies. The initiative will leverage the AMC and f.y.e brands on-air, online, and in f.y.e stores in an effort to identify consumers' favorite films, genres, actors, and moments featured from the classic movies on AMC. This newest campaign is part of AMC's commitment to honor iconic movies and cinematic genres while creatively connecting them to various key demographics.
The customized campaign will include a targeted online poll to discover what viewers and consumers like to watch. The survey will run on www.amctv.com from August 27th through October 8th and will include links and promotions for f.y.e's extensive collection of DVDs. The poll will run in conjunction with an online sweepstakes for a chance to win an f.y.e gift card.
"Partnering with f.y.e to create this initiative is a great way for AMC to extend its brand and continue the network's commitments to celebrate and to showcase films of enduring quality on multiple platforms. This campaign is an exciting approach to reach our audience of movie lovers in a non-traditional way," said Arlene Manos, President of Rainbow national network advertising sales. "AMC's vast movie library, from all-time greatest films to heart-warming holiday favorites, offers f.y.e. the perfect programming environment to promote one-stop, convenient gift-shopping."
"f.y.e.'s inventory of movies, games and music makes us a leader in the way our country experiences entertainment," said Jim Litwak, President & Chief Operating Officer, Trans World Entertainment Corporation (parent company of f.y.e.). "This new relationship with AMC is exciting for us as we target their movie loving audience with our wide array of DVDs ranging from comedy, to horror to romance."
To support the online initiative, AMC will begin running sweeps bumpers on-air starting August 27th, inviting viewers to go online and take the poll. Each spot will highlight various categories created by AMC including: "Classic Bad Guys," "Classic Hook-Ups," "Classic Heroes" and 'Classic Dames." Thirty spots will air on the network for six consecutive weeks and will incorporate f.y.e's messaging and in-store DVD inventory. At the end of the campaign, AMC will air a results spot featuring the highest rated "favorites" in each category. The wrap up spots will run throughout November and December pushing towards holiday shopping at f.y.e.
In addition to AMC's online and on-air promotions, f.y.e will also create a two-fold customized in-store end cap display that will have prominent placement throughout 900 f.y.e locations. The first display will feature AMC's Viewer Poll and drive customers to the website throughout September. The second phase of the initiative will showcase the highest rated films, based on AMC's survey, with special in store displays and customized AMC graphics. f.y.e will run the campaign throughout November and December in an effort to increase sales during the holiday season.
AMC is delivering record performance into 2007, garnering year over year growth among all key demographics in primetime. In addition to its growth, AMC is ranking as a Top 10 in prime Men 25-54 delivery among all ad-supported networks for the year, an increase of 9% year to year for the network. Available to over 91 million homes, and recently coming off of the networks best July performance in prime key demos, AMC is also ranked a Top 10 network in impression growth in all of cable for Men 18-49 (up 20,000 ranked #7), #5 for Men 25-54 (up 24,000), and #5 for A25-54 (up 42,000) for 2007 to date.
Source: Nielsen Media Research. 1/1/07-7/29/07. Prime M-Su 8-11p. Live data. Prime M-Su 8-11p. M25- 54 (000) delivery rank among all ad-supported cable networks broadcasting more than 51% of the daypart; Growth based on 2007 to date (1/1/07-7/29/07) vs 2006 to date (12/26/05-7/30/06) primetime raw impression (000) growth among A25-54, M25-54, M18-49.
AMC is a multi-platform network that celebrates classic movies and high-quality scripted series. Among the elite services reaching over 92,000,000 homes, AMC defines what it means to be a classic movie network today, creating a distinctive viewing experience that celebrates all that is enduringly cool, personal and powerfully relevant about movies. AMC's comprehensive library of popular movies strikes a meaningful chord with its audience, and its critically-acclaimed slate of originals all have a cinematic quality that allow them to complement and be complemented by some of the best movies of all time. A division of Rainbow Media Entertainment Services, AMCs sister divisions include WE TV and the IFC Companies. AMC is THE FUTURE OF CLASSIC.
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 content for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, IFC, WE tv, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. Through its IFC Entertainment division, Rainbow Media also owns and manages the following: IFC Films, a theatrical feature film distribution company; IFC First Take/IFC in Theaters, a day and date theatrical feature film/VOD initiative; the IFC Center in New York City; IFC Productions, a feature film production company; and IFC Entertainment, which owns and operates a film library. Rainbow Media also operates Rainbow Advertising Sales Corporation, its advertising sales company, and Rainbow Network Communications, its full service network programming origination and distribution company.
Trans World Entertainment is a leading specialty retailer of entertainment software, including music, home video and video games and related products. The Company operates over 950 retail stores in the United States, the District of Columbia, the U.S. Virgin Islands, and Puerto Rico, primarily under the names f.y.e. for your entertainment and Suncoast and on the web at www.fye.com, www.wherehouse.com, www.secondspin.com, www.samgoody.com and www.suncoast.com.