FilmFour launches with pounds 5m ad blitz

Channel 4 is promising the biggest launch of a UK cable and satellite channel when FilmFour begins broadcasting on 1 November, backed by a pounds 5 million advertising spend.

Channel 4 is promising the biggest launch of a UK cable and

satellite channel when FilmFour begins broadcasting on 1 November,

backed by a pounds 5 million advertising spend.



Dedicated to showing the best of modern independent cinema, the channel

will be supported by a press, outdoor and TV advertising campaign

beginning this weekend.



The campaign incorporates a heavyweight TV drive on Channel 4 which

includes a telephone number for people to call to sign up, as well as

advertising across all cable and satellite channels.



There will also be extensive co-promotional activity on Sky channels

which will drive FilmFour as part of the Sky multichannel package. Press

work will include folded inserts in broadsheet and tabloid newspapers

and TV listings magazines.



Creative work is by Blam at the Creative Partnership, while media

planning and strategy is by Michaelides & Bednash and media buying by

BMP Optimum.



The channel will also be simulcast on Channel 4’s terrestrial service on

its launch night - screening films such as What’s Eating Gilbert

Grape?



and the Usual Suspects - allowing the channel to be sampled for free by

every home in the country.



Dan Brooke, the head of marketing and development for FilmFour, said the

idea was to go for ’a very big bang launch’. Brooke added that FilmFour

is the first cable and satellite channel to launch in the past five

years with virtually blanket distribution.



It will be available in about 90 per cent of multichannel homes, which

equates to around five million households. ’We’ll be firing on all

cylinders from day one,’ Brooke declared.



FilmFour will cost pounds 5.99 a month and will broadcast for 12 hours a

day from 6pm to 6am, seven days a week.



The channel will show about 50 different films a month and premier all

new FilmFour productions including the forthcoming releases, Velvet

Goldmine and Land Girls. As well as one-off movies, the channel will

also carry specialist seasons.



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