Studio hits multiplexes to reach voters

Universal Media Studios is ramping up its Emmy campaign, trying to reach TV Academy members both in their home and at multiplexes.

Looking for some Emmy love on skeins such as “Parenthood,” “Parks and Recreation” and “Friday Night Lights,” among others, UMS will allow voters — through the use of personalized codes — to view full seasons of shows online.

According to UMS, the effort marks the first time a studio has allowed voters to have access to all episodes of a show digitally.

In addition, the studio will run promos of its skeins at multiplexes throughout Los Angeles (mostly on the Westside, San Fernando Valley and Hollywood), unspooling prior to a film’s trailers. A “For Your Consideration” banner will appear at the end of each promo.

“We want to remind Academy members of the work being done,” UMS publicity topper Curt King told Variety. “It’s really important to the creative folks. Also, putting a sticker that says ‘Emmy Award winner’ on a DVD can bring value on the store shelves.”

TV Acad members living in L.A.’s Westside will also come across digital billboards touting UMS fare. And there will be an increased social-media presence through Facebook and Twitter.

Last year NBC worked with Bloomingdale’s department store and dressed mannequins to resemble prominent characters in UMS shows.

King said UMS won’t necessarily be spending more money this time around compared to past Emmy seasons but will be redistributing funds in shaking up how best to get the word out.

“We want people to watch the product,” King said. “If they watch it, they’ll vote for it.”

Earlier this year, Showtime also ramped up its Emmy marketing campaign. For the first time by any network, pay cabler is using L.A.-area buses to tout its Emmy possibilities, with ads wrapped around the vehicle.

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