British Home Entertainment Group Ups Retail Marketing of U.S. Movies

The British Association for Screen Entertainment (BASE) June 6 announced a collaboration with the U.K.’s most extensive online network for parents, Mumsnet, to amplify the availability of U.S. studio home entertainment movies for rent and purchase.

Dubbed the “What to Watch Club,” the online marketing effort aims to recruit Mumsnet’s 8 million members to host reviews and recommendations of the latest movies and TV shows to buy and rent across disc and digital download.

The marketing includes touting Sandra Bullock in Paramount Pictures’ comedy-adventure The Lost City, Universal Pictures’ Downton Abbey: A New Era, and Camila Cabello in Amazon Studios’ re-imagining of Cinderella. Other selections include Disney musical Encanto, featuring Lin-Manuel Miranda‚Äôs soundtrack, or catch up with the latest series of the scandalous “Gentleman Jack.”

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“This ground-breaking new partnership places transactional entertainment at the forefront of consumers’ minds and conversations, reaching the huge userbase Mumsnet has across multiple touchpoints,” Liz Bales, chief executive of BASE, said in a statement. “We look forward to amplifying the continued success story of disc and digital download we’ve already seen in this last year alone.”

The First “What to Watch Club” Titles are:

Amazon Studios’ Cinderella, 20th Century Films’ Death on the Nile, Universal Pictures’ Downton Abbey: A New Era, Disney’s Encanto, Universal’s Jurassic World: 5-Movie Collection, Respect, Sing 2, Paramount Pictures’ Sonic the Hedgehog 2, The Lost City, Pixar Animation’s Turning Red and Sony Pictures’ Uncharted and Morbius, among others.