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
The channel will also be simulcast on Channel 4’s terrestrial service on
its launch night - screening films such as What’s Eating Gilbert
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.