NETWORK UNLEASHES COMPREHENSIVE MARKETING EFFORT TO SUPPORT SUMMER- LONG PROGRAMMING
Heineken to Sponsor IFC's Most Popular Film Strand "Pulp Indies Month" In June and New Original Series in August
New York, NY, May 23, 2006 – IFC announced today that it will unleash its largest-ever marketing campaign to support the network's season-long "Summer of IFC." For the second year, the multi-platform campaign will showcase IFC as a destination for unique original series, documentaries and film strands and establish a constant brand presence throughout the summer. The campaign kicks off in June to support the network's popular "Pulp Indies Month," featuring some of the best titles in Pulp Indie cinema every night of the month. In conjunction with today's announcement, Heineken has signed on as the exclusive partner for "Pulp Indies Month" and will be uniquely integrated into the network's on and off-air promotions. Already integrated into Friday nights on IFC, Heineken will also sponsor the network's new original scripted series, The Minor Accomplishments of Jackie Woodman and The Business, premiering back-to-back on Friday, August 4 starting at 10 pm ET/PT.
The overall goal of the Summer of IFC campaign is to retain IFC's core audience of young, male early-adapters, and attract new viewers all summer-long, by providing a destination for content presented within a festival-like context distinct to IFC. With Pulp Indies Month in June, "Queer Month" in July, and the new original series in August, the campaign will incorporate extensive promotional support throughout the summer with heavy on-air and online presence; print, radio, and outdoor ads; and new media components such as mobile phone text messaging.
"With the overwhelming success of last summer, it was a no-brainer to bring back this campaign, which is strategically designed to create an experience for viewers across multiple platforms and differentiate the IFC brand," stated Jennifer Caserta, IFC's Senior Vice President of Marketing. "From the creative designs to the film titles to the chosen media outlets, the campaign truly reflects IFC's look and feel as tv, uncut. We're thrilled Heineken has signed on again to sponsor our most popular film event, Pulp Indies Month and support our new original series premieres. As with all of our partners, we will work closely with Heineken to platform their brand within IFC's uncluttered and innovative environment."
IFC solidified its commitment to original programming last August when, for the first time in the network's 10 year history, it entered the scripted series arena. The network will reinforce this commitment with the addition of two new originals on the August 2006 programming slate to air as part of the Summer of IFC.
"Last summer was IFC's first foray into the scripted series arena and following its success, we determined that scripted original content is the strongest and most natural direction for the network," said Debbie DeMontreux, IFC's Vice President of Original Series and Specials. "Minor Accomplishments and The Business perfectly align with IFC's uncut and uncensored brand and offer viewers two distinctly different comedies in an entertaining Friday night programming block."
Following are month-by-month details outlining the programming and marketing campaigns for the Summer of IFC.
June – Pulp Indies Month
Programming
Pulp Month is back this June on IFC with a Pulp film classic airing every night of the month, uncut and uncensored, beginning at 11pm ET/12am PT. Kicking off Pulp Indies Month is The Krays on June 1 and Pulp Fiction on June 2. Other films to air throughout the month include: House of 1000 Corpses, Things to Do in Denver When You're Dead, Dirty Pretty Things, Ash Wednesday, Fall Time, The Last Seduction, The Funeral, Shallow Grave, The Hard Word, Killing Zoe, Nine Queens, The Good Thief, Doppelganger, Crawlspace, Gangster No.1, The Devil's Backbone, Full Time Killer, Fresh and Dawn of the Dead (Director's cut).
Marketing campaign
The creative for IFC's Pulp Indies Month features print ads that capture the dark and gritty look of Pulp cinema. The ads are created in the striking, animated style of Saul Bass, designer of iconic mid-century movie posters, and feature the tune-in tagline: "IFC Pulp Indies. Every DAMN Night in June." Other ad executions include: outdoor billboards, taxi tops, radio, online community based websites, viral pass-along, mobile text messaging and a strong presence on IFC.com.
Heineken is the exclusive sponsor for Pulp Indies Month and will be integrated into month-long on-air promotions throughout the month of June highlighting some of the films that will air as part of the strand. The Heineken brand will also be incorporated into the dedicated Pulp presence at IFC.com and in outdoor marketing including taxi tops throughout New York City.
July – Queer Month, premiere of Fabulous! The Story of Queer Cinema
Programming
In an effort to proactively present viewers with a diverse range of issues and viewpoints, IFC will dedicate the month of July to queer cinema, setting out to examine the important influence of gay and lesbian cinema. Surrounding the premiere of the IFC Original Documentary Fabulous! The Story of Queer Cinema on July 16 at 10 pm ET, the network will air a month-long on-air festival of gay-themed programming. A double feature will air every Sunday beginning at 10 pm ET throughout the month of July.
Fabulous! The Story of Queer Cinema explores the emergence of gay and lesbian films from the beginning of the gay rights movement in the 1960s to the "New Queer Cinema" of the 90s, the proliferation and influence of gay and lesbian film festivals, the discovery by the film business of the gay market; the explosion of gay images in the mainstream media and the current phenomenon of all things gay. Fabulous! is directed and produced by award-winning filmmakers Lisa Ades and Lesli Klainberg. IFC's Allison Palmer Bourke and Evan Shapiro are executive producers.
Marketing campaign
July's marketing campaign will provide a platform for the network premiere of Fabulous!. In support of the film's premiere and Queer Month on IFC, the network will be a key sponsor at the 2006 Outfest, the leading film festival for the gay community, and will partner with Cable Positive to host a number of screenings of Fabulous! across the nation to benefit the non-profit. In addition, IFC will have a strong presence at the Gay Pride parades across the country where street teams will be present promoting Queer Month. Fabulous! made its world premiere at the Berlin film festival in February and its US premiere at the Sarasota film festival in April.
August – The Minor Accomplishments of Jackie Woodman and The Business
Programming
On August 4, IFC premieres its new original scripted series, The Minor Accomplishments of Jackie Woodman and The Business, as part of the network's "Film Fanatic Fridays" destination.
- The Minor Accomplishments of Jackie Woodman (comedy; 8 episodes;1/2 hour): Ten-plus years after graduating from film school, best friends Jackie Woodman and Tara Wentzel, are still waiting for Hollywood to let them put their skills to use. Forced to freelance for a fluff entertainment magazine, struggling screenwriter Jackie does not feel like she has reached her creative peak. And Tara's dreams to produce are stifled as the film production company she works for refuses to elevate her above administrative level. Still, Jackie and Tara refuse to quit, preferring to remain suspended in a solution of willfully -ignorant optimism, promiscuity and irresponsibility. The Minor Accomplishments of Jackie Woodman is created by and starring Laura Kightlinger. The series is Executive Produced by Bob Balaban, Laura Kightlinger, Dave Punch, Adam Kassen and Mark Kassen.
- The Business (comedy; 8 episodes; 1/2 hour): From the team that brought The Festival to IFC, The Business follows the same ensemble cast of characters on another misadventure in indie film-land. This time we journey outside the precious confines of the Mountain United Film Festival (MUFF) and onto the gritty set of a new indie feature. The eclectic group of characters will embark on a ridiculous journey with one unified goal: to make a movie. The Business stars Kathleen Robertson and is produced by Brandi-Ann Milbradt and directed by Phil Price.
Marketing campaign
IFC's "Summer of IFC" marketing campaign leads viewers to the August premiere of the network's new scripted series. IFC will utilize on-air trailers and IFC.com to promote the series to its fans, and will lure in new viewers through outdoor billboards; print, radio, online sites and viral pass-along.
About IFC Television
The Independent Film Channel (IFC) is the first and most widely distributed network dedicated to independent film 24 hours a day, uncut, uncensored and commercial free. The network is part of IFC Companies — the only brand to operate in every area of independent film to include television, production, financing, distribution, digital, on-demand and exhibition. IFC Companies uses its unique cross-platform position to broaden the audience of independent film and to provide independent filmmakers with a strong voice. IFC Companies is a division of Rainbow Media Holdings, LLC.
About Rainbow Media Holdings LLC
A leader in the entertainment industry, Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation. Rainbow creates and manages some of the country's most compelling and dynamic programming with linear networks including national networks – AMC, fuse, IFC (The Independent Film Channel) and WE: Women's Entertainment; its regional programming service – Rainbow Sports Networks; on-demand networks including Mag Rack and sportskool; and the largest suite of high definition channels available anywhere – the VOOM HD Networks. Rainbow's other businesses include its film distribution, production and exhibition division – IFC Entertainment; in addition to its advertising sales division – Rainbow Advertising Sales Corporation – and its full service network programming origination and distribution company – Rainbow Network Communications.