As the theatrical pipeline has dried up due to the COVID-19 pandemic, home entertainment divisions have turned to their marketing gurus to create excitement around the catalog releases filling the void.
Jason Spivak, EVP of U.S. distribution at Sony Pictures Television Distribution, says the studio’s home entertainment marketing team, headed by senior EVP of worldwide marketing Lexine Wong, has been “getting really creative when it comes to catalog.”
Wong says Sony has been mining its vault for product appropriate for “seasonal events — finding little gems that we can elevate and create a buzz behind.”
“As Easter was the first major holiday in this new period of uncertainty, we worked quickly with our theatrical counterparts to create a Pinterest hub of Easter-themed activities to ensure that families would be able to celebrate the holiday at home with perennial favorite Peter Rabbit,” Wong says. “The activities were seeded to parenting influencer and bloggers to help foster excitement not only for the first “Peter Rabbit” film, but also for the upcoming second installment, Peter Rabbit 2: The Runaway.”
Sony Pictures also has been closely monitoring fan conversation on social media.
“Shortly after quarantine began, we noticed that the 1993 film Groundhog Day had entered the social media zeitgeist in a major way as people settled into the repetition of stay-at-home routines,” Wong says. “To join the conversation and invite those at home to revisit the movie, we created an official Instagram account for the film that encouraged fans to post their own Groundhog Day moments and launched a tongue-in-cheek trailer for a ‘sequel’ …oddly similar to the first film’s trailer.”
Social media watch-alongs featuring classic Sony Pictures films “also proved to be an invaluable tool in allowing movie fans to maintain the communal watching experience that they love, even during a period when we aren’t physically able to be together,” Wong adds. “We worked with editorial partners like Entertainment Weekly, Vulture, Nerdist, ComicBook.com and others in collaboration with film talent to help host live viewings of fan-favorite titles while viewers posted reactions in real-time via social media.
“While these watch-alongs initially began with new release titles like Bloodshot and Bad Boys for Life, selections have since delved into catalog favorites like Spider-Man: Into the Spider-Verse, Hook, Center Stage, War Room, The Mask of Zorro and This Is the End — catering to a wide range of viewer tastes.”
Another initiative at Sony Pictures was the launch of the Sony Pictures Kids Zone YouTube Channel. “The hub was the brainchild of moms and dads on our team who found themselves in a brave new world of juggling work-from-home with parenting duties,” Wong says. “Our content team had hours’ worth of kid-friendly activities, educational content and sing/dance-alongs that had been created for past titles, so they set about curating playlists to help parents who were in a similar position of looking for ways to entertain and educate their kids. The launch saw coverage from dozens of press outlets, exhibitor partners, prominent celebrity moms and social media influencers.”
Hilary Hoffman, EVP of global marketing, Universal Pictures Home Entertainment, notes that “with the current resurgence in catalog interest, we have used this time to create compelling new collections and promotions at retail to keep the space fresh and updated and have sought to further heighten exposure through creative marketing.”
To that end, she says, Universal Pictures Home Entertainment generated millions of impressions by employing a Twitter catalog watch-party series, which spotlighted several library classics and anniversary releases such as Halloween, Apollo 13, Breakfast Club and Jaws. The studio was able to enlist the help of cast members, filmmakers and special celebrity guests such as Jamie Lee Curtis, Ron Howard and Anthony Michael Hall, and partnered with notable filmmaker Kevin Smith to produce a special podcast for the 45th anniversary of Jaws.
Warner Bros. Home Entertainment routinely partners with digital retailers and in June has teamed with Apple TV and iTunes to promote top catalog films with new key art that features a travel postcard line look. “It’s a fun, creative way to re-position our titles to evoke the feeling of summer travel at a time when most people are stuck at home,” EVP of sales Mike Takac says.
Looking ahead at the rest of the year, Takac says, “We know our success is going to ride largely on our ability to monetize our catalog. We’re fortunate to have some national promotions. We’re going to drive around DC Fandom, we’ll have a ‘Back to Hogwarts’ push, and of course we’re going to drive Halloween and holiday really hard, with a little more consumer marketing than we’ve done in the past.”
Takac says Warner Bros. also is working on a promotion to encourage consumers to buy and rent movies they’ve always been meaning to watch. “We’re still working on that,” he says. “But we can probably bubble them up in a more meaningful way.”
To boost interest in its DC content, Warner is planning a big promotion called DC FanDome, a company-wide initiative that will take place Aug. 22.
“It’s a free virtual fan experience celebrating all the superheroes and super villains in the DC Multiverse and will include panels featuring past, present and future talent; filmmakers and creators from DC properties; announcements on upcoming projects; exclusive content debuts; cosplay and fan art; and much more,” says Jessica Schell, EVP and GM, film, for Warner Bros. Home Entertainment. “It will be a 24-hour immersive global event designed to appeal to fans, families and kids, and the virtual themed worlds will be full of special presentations and localized content to appeal to a worldwide audience. This is a truly massive undertaking and all of WarnerMedia is coming together as one to produce this special event.”
Studios have also been designing special deals to entice consumers.
Warner also has been testing “pricing elasticity,” Takac says, for titles “deep in our catalog that we normally don’t promote. We’ve been working on that for many months and may be able to leverage that in the back half of the year.”
The Walt Disney Co., which owns both Disney Media Distribution and Fox Home Entertainment, also is focused on special pricing for its catalog as well as partnerships with retailers, says SVP of marketing David Kite, Disney Media Distribution.
Early on, says Kite, “we partnered closely with all divisions across the Walt Disney Co. to align our strategies and act responsively to the disruptions in the market.”
Initially, he says, “we achieved a great amount of success with the early in-home releases of Onward and Star Wars: The Rise of Skywalker, which reaffirms the value and appeal of both our content and the window.”
More recently, Kite says, “our team has created unique monthly in-home promotions in collaboration with our digital and physical retail partners, offering consumers access to the movies they love at special pricing while they’re at home with their families.”
Adam Frank, Lionsgate’s SVP of worldwide digital sales and distribution, attributes a large part of Lionsgate’s success with catalog titles to its close relationships with retailers.
“Retailers have always been the lifeblood of our home entertainment business,” Frank says. “We need them, they need us, and we pride ourselves on win-win relationships. We look for openings, mine titles from our library and identify anniversaries and seasonal opportunities. It’s similar to the strategy we’ve employed for years, but now with even more consumers entering the space for the first time, and these newer consumers building their libraries through impulse purchases.”
One recent partnership was a “Best of Lionsgate” catalog promotion with Microsoft Movies & TV, with more than 25 films, mostly action titles. “We saw a triple-digit lift, week over week, amounting to incremental revenue in the six digits” he says.
Editor’s Note: This is part two in a four-part series, “Restocking the Shelves: With No Theatrical Releases, Studio Home Entertainment Marketers are Getting Creative.” The complete story will be available in the July print and digital editions of ‘Media Play News.’