AMC Leverages its Cinematic Movie Programming to Attract New Advertisers to the Network
Texas Tourism Marks First Time Ad-Buy on AMC With Programming Thematically Related to The Lone Star State
New York, NY, May 14, 2007 - AMC, the movie network, announced today they have signed Texas Tourism, the organization that promotes Texas as a premier travel destination, as a new advertiser to the network for the month of May to coincide with movies featuring stars from Texas or films that were produced on location there. The network created a customized campaign combining The Three Amigos, AMC's original feature film Broken Trail and Hellfighters for Texas Tourism to have brand presence around each of these on-air. In addition, AMC is organizing a sweepstakes that will be promoted on the network and at its web site, amctv.com, offering viewers the chance to win a Texas adventure. Their customized ad buy utilizes the network's unparalleled library of iconic films and its cinematic original programming targeting AMC's cross-generational audience of movie lovers while positioning Texas as a remarkable location to visit.
"At AMC we are always looking to support our clients' goals by coupling their messages with programming that make sense for their brand. In this case our on-air and online initiatives maximize the network's properties to deliver a compelling offering of content while also connecting Texas Tourism with relevant content. The program positions Texas with a variety of activities and offerings for our audience to experience," stated Arlene Manos, president of Rainbow national network advertising sales. "As the only basic network dedicated to movies, AMC provides our advertising partners with unique value and the ability to reach our loyal viewers. We are proud to be working closely with Texas Tourism and hope to maintain our relationship with future partnerships."
The multi-night commitment on-air includes the Texas Tourism brand around cinematic programming that in someway has a connection to the state by either the celebrities in the movie or where it was produced. On May 17th, the network features The Three Amigos starring Martin Short, Chevy Chase and Steve Martin, who is a native Texan from Waco. On May 21st, AMC will air its original mini-series movie event Broken Trail, which generated the highest rated cable telecast within the last 5 years and stars Robert Duvall and Thomas Haden Church, who was born in El Paso and currently resides in Texas. On May 26, Hellfighters starring screen icon John Wayne, was shot on location in Texas.
As a part of the promotion, AMC has created a national consumer sweepstakes program to run throughout May awarding one lucky winner and guest a trip to Texas. In addition to the trip, the winner will also receive spending money and an AMC DVD set, including films connected with Texas. On-air bumpers will reveal Texas trivia as it relates to the film and contain a sweeps message driving viewers to amctv.com to enter. The bumpers will also integrate the Texas Tourism brand. Online at amctv.com there will be a co-branded sweepstakes entry page, logo and link to TravelTex.com and editorial content featuring films that have chosen Texas as their location for production.
In 2007, AMC was off to a strong start with 1Q 07 ranking as its best quarter ever in key primetime demo delivery, including A25-54 (520,000); A18-49 (440,000); M25-54 (320,000); M18-49 (271,000); and A18-34 (151,000). In addition, AMC ranked among Top 10 in prime Men 25-54 delivery among all ad-supported networks for the quarter, an increase of 31% year to year for the network. Available to over 90 million homes, AMC ranked #1 in impression growth in all of cable for Men 25-54 (up 76,000), #3 for Men 18-49 (up 63,000), and #3 for A25-54 (up 120,000).
Source: Nielsen Media Research 1/1/07-4/1/07. Prime M-Su 8-11p. Rank among all ad-supported networks broadcasting more than 51% of the daypart. Growth based on impression delivery growth vs 1Q06 (12/26/05-4/2/06)
About Texas Tourism
Tourism is one of the largest industries in Texas, employing 514,000 Texans. In 2005, travelers spent almost $50 billion in Texas. Travel expenditures generated $2.5 billion in state taxes and $854 million in local taxes. For more information on Texas travel events and vacation destinations, visit www.TravelTex.com or for a free Texas State Travel. Guide call 1-800-8888-TEX.
AMC, a division of Rainbow Media's Entertainment Services, which also includes WE tv and IFC Companies, is a 24-hour, movie-based network, dedicated to the American movie fan. The network, which reaches over 90 million homes, offers a comprehensive library of popular movies and a critically-acclaimed slate of original programming that is a diverse, movie-based mix of original series, documentaries and specials. AMC has garnered many of the industry's highest honors, including 14 Emmy awards. AMC is "TV for movie people."
About Rainbow Media Holdings LLC
Rainbow Media Holdings LLC is a subsidiary of Cablevision Systems Corporation (NYSE: CVC). Rainbow Media is a leading producer of targeted, multi-platform programming for global distribution, creating and managing some of the world's most compelling and dynamic entertainment brands, including AMC, fuse, IFC, WE tv, Rainbow Sports Networks managed FSN Bay Area and FSN New England, LIFESKOOL, SPORTSKOOL, and VOOM HD Networks. The company also manages Rainbow Advertising Sales Corporation, its advertising sales division, and Rainbow Network Communications, its full service network programming origination and distribution company.