Скачать презентацию Outline Cinemalink tv how it started Скачать презентацию Outline Cinemalink tv how it started

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  • Количество слайдов: 26

Outline • Cinemalink. tv: – how it started – what is it • Functional Outline • Cinemalink. tv: – how it started – what is it • Functional & User interface design • Legal aspects • Marketing • Results • Evaluation • Future

Cinemalink. tv – how it started Motivation • • Anticipate on new ways of Cinemalink. tv – how it started Motivation • • Anticipate on new ways of distributing films Offer consumer direct access to our catalogue through VOD Make ABC/CINEMIEN catalogue available for VOD Available platforms at that time: especially main stream product Media application for VOD • Opportunity to have MEDIA support • Business plan July 2007 – allocated November 2007 Start • Launch 1 st of May 2008 • Technical implementation & digitalization catalogue: OD MEDIA • Functional & General design of the website: Rhinocreations – agent specialized in internet marketing • Overall marketing strategy: Rhinocreations

Cinemalink. tv – what is it Description of the project Cinemalink. tv offers art Cinemalink. tv – what is it Description of the project Cinemalink. tv offers art house cinema for streaming and download-to-own for consumers in the Benelux • • Two language versions: Dutch & French Starting with own catalogue ( ca 250 films) Open for content other Benelux distributors Recent: distribution titles IFFR

Cinemalink. tv – for whom it is Target groups • People watching art house Cinemalink. tv – for whom it is Target groups • People watching art house films (in cinema, on dvd) • Active internet users (people downloading or watching films online)

Cinemalink. tv: what is it Functional and user interface design First of all: Easy Cinemalink. tv: what is it Functional and user interface design First of all: Easy to use and legal facility to see a film via internet through streaming or downloading

Cinemalink. tv: what is it Functional and user interface design Other important functions: • Cinemalink. tv: what is it Functional and user interface design Other important functions: • • • Homepage with trailerplayer, filmlists, banners, genres Extensive search function Film information My Cinemalink Help pages All payment methods - including buying ‘credits’ Subscriptions and promotional codes for discount Digital newsletter subscription Furthermore: ‘tell a friend’, film gift, promotional actions

Cinemalink. tv: what is it Name, logo & webdesign: • Cinematic feel • Functional Cinemalink. tv: what is it Name, logo & webdesign: • Cinematic feel • Functional design: clear & simple • Appeal to broad audience Brand name: • • • Cinema: refers to quality films/ art house films Link: refers to internet – online Extension. tv: link your PC to TV Suitable for both countries And important: not claimed in both countries

Name, logo & webdesign Name, logo & webdesign

Name, logo & webdesign Name, logo & webdesign

Legal aspects Windows • Release date DVD sell thru • Pay TV – no Legal aspects Windows • Release date DVD sell thru • Pay TV – no VOD during license period • Promotional Launch: online premiere Reclaim your Brain – on date with theatrical release!

Legal aspects License • License Period: - streaming - 48 h - Download-to-own: unlimited Legal aspects License • License Period: - streaming - 48 h - Download-to-own: unlimited plays but only viewing on download PC - No download-to-burn – (contractual obligations – piracy) Security • Geoblocked: IP adress • Microsoft DRM: anti-piracy – contractual obligation - No access for Mac users - Also problematic for other users ( Windows media player)

Marketing How to promote downloading art house films Price Equal DVD prices – rental Marketing How to promote downloading art house films Price Equal DVD prices – rental / sell thru: • Streaming: backcatalogue: 3, 95 euro / new films: 6, 95 euro • Download: backcatalogue: 9, 95 euro / new films: 14, 95 euro

Marketing How to promote downloading art house films Target groups • Cinemafans Anytime, anywhere Marketing How to promote downloading art house films Target groups • Cinemafans Anytime, anywhere access to movies from the art house genre. Ultimate freedom and control, simple, reliable, comfortable at home • Innovators First wide range of art house movies available for download and streaming • Inactive Message: idem Cinemafans

Marketing How to promote downloading art house films Promotional Launch • May 2008 -> Marketing How to promote downloading art house films Promotional Launch • May 2008 -> create brand awareness • Autumn 2008 -> behavioral - persuade people to make use of Cinemalink. tv • Winter 2008 -> behavioral -> idem

Marketing how to promote downloading art house films Media • Emphasis on online campaign Marketing how to promote downloading art house films Media • Emphasis on online campaign -> innovators • Traditional media (print), free publicity -> inactive • Print & internet -> Film-umfeld -> cinemafans

Marketing how to promote downloading art house films Publicity • Free publicity campaign -> Marketing how to promote downloading art house films Publicity • Free publicity campaign -> trade papers, filmmagazines, blogs, newspapers • Direct mailings / digital newsletters • Make use of promotion theatrical and dvd releases

Results Campaign results June 2008: Introduction campaign • • • Visitors - 9. 119 Results Campaign results June 2008: Introduction campaign • • • Visitors - 9. 119 Unique visitors: 7. 003 Avarage time on site: 00: 03: 09 (uu: mm: ss) Registrations: 682 (13, 2% unique visitors) Reclaim your Brain online premiere: 400 streams

Film chain campaign Film chain campaign

Results Campaign results November 2008: Film Chain campaign • • • Visitors - 18. Results Campaign results November 2008: Film Chain campaign • • • Visitors - 18. 448 Unique visitors: 13. 975 Numbre of chains: 254 Participants: 5070 Free downloads: 331 - 6. 53% Newsletter registrations: 1. 217

Results Between Campaigns July 2008 • Visitors - 4. 054 • Unique visitors: 3. Results Between Campaigns July 2008 • Visitors - 4. 054 • Unique visitors: 3. 001 • New registrations: 64 October 2008 • Visitors - 7. 888 • Unique visitors: 6. 299 • New registrations: 96

Conclusions Primary target group for art house films • Not familiar with watching films Conclusions Primary target group for art house films • Not familiar with watching films on PC Structural marketing investment needed • Clear link Google adwords / site visits Technical problems due to Microsoft DRM • Cinemalink. tv is not available for everyone Content • Broadening catalogue necessary Price • Must be reduced

Future Interest mediapartner – Volkskrant • Structural marketing investment • Raise interest other distributors Future Interest mediapartner – Volkskrant • Structural marketing investment • Raise interest other distributors -> more frequent new films Technical problems • New security systems available Price • Will be reduced Streaming only