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.