showtime image spots

client:
• showtime australia (the premium movie partnership)

product:
• showtime movie channels

hurdles

TV companies tend to align their programming schedules with the seasons. The reasons for this are usually fairly arbitrary, particularly considering the audience do not tend to do the same.

Anyway, all these spots are an attempt to solve the standing brief of selling the movie titles for the upcoming season; combined with the need to be novel; entertaining; and most importantly, brand building.

One ongoing problem is that you can only use materials that are in licence; which tends to limit many high concept ideas.

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solution: movie people

This script started its life as a positioning statement read to the production staff as the company's new on-air positioning. Movies had become commoditised and I decided Showtime needed to position itself as passionate movie lovers and experts.

I believed that if or when the audience ever though about Showtime that they should imagine a team of people who knew their movies inside out.

The movie people positioning was enforced day in/day out by the infomo format; however spots like this were a fun way to hold a mirror up to the audience and remind them of their own passion for the cinema.

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solution: the end

Showtime was about to increase its channels and sort them into groups covering the major movie genres. As a result there was about to be significantly more movie titles available to subscribers.

With so much choice, Showtime would become "the place where the movies never end", and the idea of compiling famous movie endings was a way of demonstrating that.

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solution: why?

This image campaign was a direct response to a Freeview campaign at the time which said: Why pay for TV?

The initial idea was to actually screen the Freeview ad on subscription TV (sacrilege!) and then screen this immediately after. No one had the stomach for that; but the ad still works.

This spot was described as: The best ad for Foxtel that Foxtel never made.

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solution: fight reality

This one speaks to all the people who are sick of the glut of reality TV and prefer their entertainment to be more about escapism.

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production credits

concept & copywriting: Charley Holland

producer/editors/additional copywriting:
Janna Richert, Demi Skoufis, Byron Meers, John Raso.
Graphics: Richard Grant