The Digital Entertainment Group Europe (DEGE) and the British Association for Screen Entertainment (BASE) has confirmed the return of Mega Movie Week, a category-wide campaign to drive consumer education and engagement with the growing digital transactional market. The organisation confirmed that the campaign will run for the week commencing January 20th, 2020.
During Mega Movie Week BASE and DEGE members including BBC Studios, Lionsgate, NBCUniversal, Paramount Home Entertainment, Sony Pictures Home Entertainment, Spirit Entertainment, StudioCanal and The Walt Disney Company will be showcasing an educational message to underline the simplicity of digital transaction and the flexibility it offers consumers whether they’re planning a movie night with friends or wanting to watch the freshest content on the go.
Digital retailers supporting the initiative include Amazon Prime Video, the Apple TV app, BT TV Store, CHILI, the Google Play Store, Microsoft Store, PlayStation Store, Rakuten TV, Sky Store and Talk Talk TV, with a curated list of latest and greatest digital titles on offer during the week to encourage longer term engagement.
The activity will be supported with a multi-layered marketing campaign that will include out of home, print, broadcast and cinema advertising as well as programmatic and mobile video. The campaign will be optimised to reach new and lapsed digital customers, driving an overtly educational message to ensure that ease of use is the key takeaway for new customers.
The confirmation of the return of Mega Movie Week comes as BASE and its members also work towards a similar activation in physical media designed to re-engage lapsed customers with the entertainment aisle. Details of that campaign will be released in due course.
Liz Bales, Chief Executive at BASE, said: “Mega Movie Week in 2019 was a bold activation that delivered around 200,000 new or lapsed customers to the market, a material proportion of whom have continued to transact across the year. The next iteration of the campaign will benefit from a host of learnings and will see the 2020 activity framed by overt educational messaging designed to highlight the simplicity and convenience of digital transaction. Mega Movie Week 2020 is also being positioned as part of a cohesive strategy for the 12 months ahead and we look forward to sharing further detail on that strategy shortly.”
Kevin Dersley, Co-Vice Chair at BASE and Managing Director of Elevation Sales, added: “As we move into a new decade, BASE continues its focus on driving ownership across the category. It’s great to see the plans to drive digital transaction in 2020 – kick-started with the return of Mega Movie Week in January –supporting long-term strategic goals and aligning with the continued focus on physical media as evidenced through Project 2020 and on-going development of catalogue marketing activity. The bold ambitions across both digital and physical strategy demonstrate that BASE is committed to bringing best in class collaboration across content providers to deliver a suite of engaging and meaningful activities for consumers at a time when they face an ever-growing array of choice as to how they consume home entertainment content.”
For more information on the campaign and wider BASE activity, please contact [email protected].