Digital Entertainment Group International Bows First ‘Mega Movie Week’ Promotion in Germany

The Digital Entertainment Group International, the global arm of the DEG focused on the home entertainment sector, May 13 helped to launch Germany’s first ever “Mega Movie Week” in partnership with The Federal Association for Audiovisual Media (Der Bundesverband für Audiovisuelle Medien e.V./BVV) and the Society for the Promotion of Audiovisual Media (Die Gesellschaft zur Förderung audiovisueller Medien mbH/FAM).

Through May, 16 distributors are offering a selection of current movies at reduced prices across 11 digital platforms.

With “Mega Movie Week” Germany, the DEGI is evolving the model and creative of the popular “Mega Movie Week U.K.” and Nordics campaigns of the last few years. The campaign aims to drive awareness, engagement and transaction by educating new consumers on the benefits of the electronic sellthrough format and encouraging trial and participation in the category.

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“Mega Movie Week” is available to German consumers on Amazon Prime Video, Apple TV, Chili, Maxdome Store, Microsoft, PlayStation, Rakuten TV, Sky Store, Videobuster, Videociety and Videoload.

More than 200 titles include German favorites After Truth to German-language movies Es ist zu Deinem Besten or Gott, Du Kannst ein Arsch Sein! to Disney/Pixar’s Soul and Warner Bros.’ 1917 and Tenet.

Distributors taking part in “Mega Movie Week” include Constantin Film, DCM Film Distribution, Edel Motion, Koch Films, LEONINE Studios, Lighthouse Home Entertainment, Neue Visionen Medien, Paramount Home Entertainment, Splendid Film, Sony Pictures Home Entertainment Germany, Studiocanal, Tiberius Film, Tobis Film, Universal Pictures Home Entertainment, The Walt Disney Co. and Warner Bros. Home Entertainment.

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.

DEG Europe Brings Back ‘Mega Movie Week’

Running Jan. 20 through Jan. 26, DEG: The Digital Entertainment Group Europe, has brought back the “Mega Movie Week” promotion aimed at jumpstarting digital sales of studio movies in the United Kingdom.

The campaign partners eight studios with 10 digital retailers offering special pricing on a collection of movies. Distributors include Amazon Prime Video, Apple TV app, BT TV Store, Chili, Google Play Store, Microsoft’s Movies & TV, PlayStation Store, Rakuten TV, Sky Store and Talk Talk TV. Studios include BBC Studios, Lionsgate, NBCUniversal, Paramount Home Entertainment, Sony Pictures Home Entertainment, Spirit Entertainment, StudioCanal and The Walt Disney Co.

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“Whether you’re looking for superhero hits like Avengers: Endgame and Spider-Man: Far From Home, sequels like Fast & Furious Presents: Hobbs & Shaw and John Wick Chapter 3: Parabellum, or biopics like Rocketman, there’s something for everyone this Mega Movie Week,” DEG Europe said in a statement.

Children’s programing includes Playmobil: The Movie and Horrible Histories The Movie: Rotten Romans.

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Digital sales of movies and TV shows in the U.K. grew 4.5% in 2019 to $552 million, suggesting that the digital revolution that has taken place in recent years is increasingly permeating the choices consumers are making for owned media, with increasing numbers of consumers opting to grow their digital collections.

 

Studios, Digital Platforms Seek ‘Mega’ Movie Campaign to Jumpstart Retail Sales in the U.K.

Hollywood and British studios have partnered for a retail marketing campaign in the United Kingdom intended to jumpstart digital sales of movies and TV shows in the over-the-top video era.

Dubbed “Mega Movie Week,” the campaign, which initially ran through Jan. 28, seeks to drive consumer awareness of the benefits of digital ownership through special deals and promotions.

Participating studios include BBC Studios, Entertainment One, HBO, Lionsgate, NBC Universal, Paramount Home Entertainment, Sony Pictures Home Entertainment, StudioCanal, Twentieth Century Fox Home Entertainment U.K. and Warner Bros. Home Entertainment.

Retail partners, which include Comcast’s Sky Store, iTunes, Amazon Instant Video, Google Play, Rakuten TV, BT TV store, PlayStation Store, Microsoft and Chili, say the yearlong initiative hopes to engage new video consumers.

“The video category continues to offer audiences a huge degree of flexibility when it comes to ownership and consumption of physical and digital home entertainment products and we know that millions of us enjoy having access to a library of titles we love,” Liz Bales, CEO of BASE, said in a statement.

The trade group said 63% of consumers in 2018 rented or streamed movies and TV shows, while 37% preferred ownership of content on disc or download.

Analysis to the effectiveness of the “Mega” campaign will be done by the British Association for Screen Entertainment (BASE) and The Digital Entertainment Group Europe (DEGE).

“Mega Movie Week represents an unprecedented collective vision from across the category to embrace an opportunity to capitalize on the growth of digital transaction seen in 2018 by encouraging engagement,” said BASE chairman Robert Price, who is also managing director at Fox Home Entertainment U.K.