September 25, 2019
As Movies Anywhere approaches its second anniversary in October, the movie library collection service boasts 8 million registered users; 7,800 titles; and 200 million movies stored — and it is poised to add an eighth retail partner, Verizon.
Movies Anywhere GM Karin Gilford noted these milestones during a presentation at the Entertainment Merchants Association’s OTT_X@Pipeline 2019 conference in Los Angeles Sept. 25.
Retail partnerships, such as the new deal with Verizon, are important to improving the overall experience, she said.
“On a day to day basis, we are working with them so that how we connect to the overall ecosystem is smooth,” she said.
Details on the Verizon pact are to come.
A key mission of the Movies Anywhere is to “drive purchasing habits,” she said.
“We want to drive transactions, obviously, but we want to make it a habit,” Gilford said. “We want to make it fun to build a collection. We want to have a great place to house that collection. We want make it really accessible everywhere you are.”
Service research shows that “once people use Movies Anywhere … they buy more movies,” she said.
The service has recently stepped up marketing.
“We launched a new advertising campaign that just kicked off a couple of weeks ago,” she said.
The campaign has rolled out on TV/OTT (cable channels via Simulmedia, Roku, FireTV); in theaters (via National CineMedia); in airports (LAX, JFK digital signage plus the Boingo wifi service); and online channels including YouTube, Facebook and Twitter. An advertorial campaign is rolling out through October on channels such as Vox, Fandom and Twitch.
The blitz is designed to plant a flag in an increasingly crowded digital entertainment universe.
“We want to establish [Movies Anywhere] as differentiated from the SVOD services that are coming,” Gilford said, alluding to the impending launches of Disney+ and Apple TV+, among others.
Gilford showed the new 30-second spot for the service, as well as aspects of the welcome page.
The service designed the welcome page to greet consumers with “a really conversational approach,” she said and to make clear what Movies Anywhere provides.
“A lot of consumers don’t understand the economics and the business models that power the entertainment industry,” she said. “Why do you have to have ads in these episodes? Wait, all of these movies aren’t free? Those things do still come up even in 2019, and so it is really important, especially for something like Movies Anywhere, to be very clear about what we’re doing, what type of content is in here and what the mission is.”
The service has added new features, including 4K with Dolby Vision and Dolby Atmos, and a “Deals” section that calls out special offers from partner studios and retailers. The “Deals” feature came out of an analysis of data from the service showing a usage spike when there were special offers in the marketplace.
Movies Anywhere is also using data to inform studios about usage patterns in a way previously unavailable and is beginning to use data to customize the user experience.
“Studios having visibility into that data is going to make for a more powerful home entertainment business and a more powerful EST business,” she said.
While Movies Anywhere is backed by several major studios (Disney, Fox, Sony, Universal and Warner) prominently featured on the welcome page, Paramount Pictures and Lionsgate are not part of the service, which also does not feature television programming.
Retail partners include iTunes, Amazon Prime Video, Walmart’s Vudu, Xfinity, Google Play, Microsoft Movies & TV and FandangoNow.