as Key Element of Interstitial Content
NEW YORK, Nov. 1, 2004 – WE: WOMEN’S ENTERTAINMENT announced today that Pontiac will be the presenting sponsor of WE’s weekly Cinematherapy themed movie block beginning November 5 and continuing on each Friday during the month. Each Cinematherapy film will be wrapped with custom segments featuring the Pontiac G6 and branded as “WE’s Cinematherapy Road Test.”
The Cinematherapy hosts will be shown driving the Pontiac G6 to various locales to talk about the movie themes with experts and others, in effect “road testing” the themes before they make it to air. The hosts will also utilize the Pontiac G6’s features, including its panoramic roof and remote starter, and the car will serve as the backdrop for many of the interviews.
Cinematherapy, WE’s hosted movie block prescribes a movie for every mood and reflects the network’s mission to provide fresh and upbeat content that is relevant to women’s lives. It has been one of the most popular offerings on WE: WOMEN’S ENTERTAINMENT since its premiere in 2000 and hits a very desirable and focused woman demographic. The movie block format provides endless opportunities for the advertising community.
“In today’s television environment it is more important than ever that we help advertisers break through clutter by developing unique and creative opportunities that showcase their products,” stated Arlene Manos, President of WE: Women’s Entertainment Ad Sales. “The Cinematherapy Road Test will provide Pontiac with a custom-created environment that speaks directly to a very important demographic for the G6. We are so pleased to be partnering exclusively with Pontiac on this ambitious sponsorship and to tap into the great success we have seen with Cinematherapy. “
“With a new product, such as G6, we must look for innovative avenues to rasie the public’s awareness and get them talking about the car,” said Mary Kubitskey, Pontiac advertising manager. “Our partnership with WE: Women’s Entertainment and ‘Cinematherapy Road Test’ allows us to showcase the attributes of the G6 in a natural, unobtrusive way that makes the viewer want to learn more about the car.”
Cinematherapy airs every Friday at 8pm ET. Hosted by [names], the movie block is based on the best-selling book, “Cinematherapy: The Girl’s Guide to Movies for Every Mood.” Cinematherapy films for November will be Money Pit, Secret of My Success, The Breakfast Club and A Fish Called Wanda.
About WE: Women’s Entertainment
WE: Women’s Entertainment is a subsidiary of Rainbow Entertainment Services, which also includes AMC and IFC Companies. WE: Women’s Entertainment features the largest collection of women’s interest films, inspiring original series and topical specials. The network is
currently available in over 55 million homes.
About Pontiac
Pontiac is a division of General Motors Corporation (NYSE: GM) and markets the Bonneville, GTO, Grand Prix, G6 sedan, Vibe, Sunfire, Aztek and Montana SV6. Pontiac sold more than 475,000 vehicles in 2003, ranking third among GM divisions in total sales. In 2005 Pontiac will introduce the G6 coupe and convertible, the Grand Prix GXP, the Solstice roadster and the Torrent SUV. More information on Pontiac and its products can be found on the division’s website at www.pontiac.com.