Themed commercial breaks focus on film
Cash-strapped British pubcaster Channel 4 has launched the first themed commercial break — the Orange Movie Zone.The breaks, filled with movie trailers, started last week and will be broadcast every Tuesday to promote Orange Wednesdays, the telco’s weekly offer of two-for-one cinema tickets for all Orange customers. “Conventional wisdom suggests you shouldn’t have clashing adverts in the same break but we wanted to do something completely different and create a destination break that would become a genuine appointment to view,” says C4 strategic sales group manager Peter Clark. “We know that cinemagoers love watching film trailers and by creating an ad break that’s all about film, we believe we have created something innovative that viewers will genuinely enjoy watching.” The ad-break will be broadcast simultaneously on C4 and its digital channel E4 just before 7 p.m. and two hours later on Film4. It will also be broadcast as a pre-roll on selected programs on C4′s video-on-demand platform 4oD.