British Home Entertainment Launches ‘Biggest-Ever’ Marketing Campaign

The British Association for Screen Entertainment and Digital Entertainment Group International has launched its biggest ever cross-category marketing campaign, Unforgettable Entertainment, in an attempt to drive transactional engagement from new, lapsed and existing digital transactional consumers.

On the heels of previous “Mega Movie Week” campaigns, BASE/DEGI are working on a message targeting infrequent retail movie consumers. Spotlighting the simplicity, flexibility and ease of digital transaction, the educational campaign reinforces the fact that “Download and Keep” allows consumers to take advantage of the best in screen entertainment in their own homes without subscription.

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A week-long promotion with digital retailers showcases a range of movie/TV show offers consumers can access online. With titles such as Joker, the biggest U.K. home entertainment title of 2020, as well as BAFTA-winning TV series “Wolf Hall,” Sony Pictures Home Entertainment’s Spider-Man: Far From Home, Disney’s Toy Story 4, Avengers: Endgame, and 1994’s Léon, the campaign seeks to perfect consumers with the “opportunity to enjoy the emotional connection and nostalgia” in screen entertainment.

Digital retailers participating in the campaign include Amazon Prime Video, the Apple TV app, Google Play, Microsoft Store, Rakuten TV, Sky Store and Virgin Media, supported by distributors from across the BASE and DEGI membership, including BBC Studios, Lionsgate, The Movie Partnership, NBCUniversal, Sony Pictures Home Entertainment, Spirit Entertainment, StudioCanal, The Walt Disney Company and Warner Bros. Pictures.

“Audiences have demonstrated just how important home entertainment is to them over an incredibly challenging year, with more than 2 million new customers uncovering the flexibility and depth of choice digital transactional offers,” Liz Bales, CEO at BASE/DEGI, said in a statement. “The Official Film Chart has shown that consumers — when given the opportunity — look for movies and TV shows they may have missed during their initial runs.”

Rob Marsh, chair of BASE and VP of commercial (home entertainment) at Sony Pictures Entertainment, said the Mega Movie Week and current promotion drive a strategic agenda enabling conditions for “meaningful” growth in digital transactions.

“Unforgettable Entertainment continues with our purpose to broaden audience engagement, just as much as it provides an opportunity to build on the organic growth the category has been fortunate enough to enjoy,” Marsh said.

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