Lifetime Digs Into Original Movie Vault to Launch SVOD Service

Emmy Nominees Movie and Miniseries

The phrase “Lifetime movie” has become synonymous with a certain breed of made-for-TV melodrama. Lifetime is looking to harness that built-in branding with the launch of an SVOD service that will offer a package of about 30 original telepics for $3.99 a month.

The Lifetime Movie Club app bows today on iPhone, iPad and iPod Touch platforms to start. It will expand to other platforms, likely Android, in the fall. The movies will be available without commercials, and the assortment of titles will be refreshed weekly.

In recent years, Lifetime has expanded the focus of its original telepics to everything from high-end Emmy-nominated adaptations of “Steel Magnolias” and “The Trip to Bountiful” to kitschy behind-the-scenes looks at pop culture favorites such as “Saved by the Bell” and the upcoming “unauthorized” movies revisiting “Full House,” “Beverly Hills, 90210” and “Melrose Place.”

But the perception of the “Lifetime movie” brand has been hard to shake. With the app, Lifetime appears to be embracing the built-in recognition factor to generate new revenue from its library properties.

The app will also offer a curated mix of titles under themes such as “Summer Lovin’,” “Teen Troubles” and “Ripped From the Headlines.”

Among the initial batch of titles available will be “Flowers in the Attic,” “Coco Chanel,” “A Girl Like Me: The Gwen Araujo Story,” “Trip to Bountiful,” “Too Young to Marry” and “Dawn Anna.”

The launch of the SVOD app coincides with the 25th anniversary of Lifetime’s move into original telepics. It also marks the first direct-to-consumer offering from Lifetime parent company A+E Networks.

(Pictured: “The Trip to Bountiful”)

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  2. This will be big. There exists a whole army of people who would gladly pay to watch the old late night Lifetime originals. Those ridiculous premises (newly divorced/widowed/whateverly singled) female who wants to start anew in country-style small town (always during Christmas time and of course the entire town is decked out in Victorian era style decor, wreaths on every door and every lamppost aglow with red and green) she must find a new job (by using an pen to draw circles around Help Wanted ads in the *newspaper* ), but is too proud to accept charity from the most eligible bachelor in town. He is a secret millionaire, but drives an old beat up pickup truck. She avoids him at first, plays coy- he pursues her relentlessly, even though she is not beautiful and unemployed- and his ex-girlfriend is a model. He is a single father, and the Newly Single Lady in Town wins his heart by opening up the closed heart of his daughter or son (did I mention he is widowed or divorced too?). She ignores his advances by deleting all his messages he leaves on her cassette tape answering machine. One day she finally lands a job- only to walk in and meet her new boss- Guess Who? That’s right- Mr Most Eligible Bachelor. She starts to run out in a huff, but he grabs her by the shoulders and kisses her violently. She submits. Music plays, his daughter/son who had “planned this all along so the two shall meet and fall in love” smiles and winks. The END.

  3. Donna says:

    They should a lot of the oldies on it then I will pay for it. Like the movies of the late 80’s and early 90’s with Connie Selleca, Donna Mills, Michelle Lee, etc. Put some of those in with the newer ones and I’ll pay.

    • Ryan says:

      My wife loves those kinds of stories like the hypothetical one free to air described. We watch them ad say wow those two sure don’t seem to like each other. They could never end up getting married.

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