Turner Classic Movies is riding a big branding wave for Time Warner.
The cabler is expanding into the themed cruise business, with its maiden voyage set for Dec. 8-12 on the Celebrity Millennium cruise liner traveling from Miami to Key West and Cozumel.
News of the TCM Classic Cruise comes after the success of the second annual TCM Classic Film Festival, which wrapped its four-day run Sunday in Hollywood. TCM execs confirmed that plans for a third installment are under way.
The cabler has become a locus for film fanatics around the world; that community lends itself to marketing and event-hosting opportunities, fueling the push to take the TCM brand name beyond the smallscreen.
”The passion and the energy in the community of classic movie fans is amazing,” said Dennis Adamovich, senior VP of brand and digital activation and g.m. of festivals for TCM, TBS and TNT.
Turner started to focus on developing “experiential” ventures for TCM, which spurred the launch of the fest last year and now the cruise. It’s also pursuing opportunities for touring exhibitions that are more elaborate than the ”Road to Hollywood” events it hosted in 10 cities this year as a build-up to the fest. “At every single stop, we were overwhelmed by the turnout,” Adamovich said.
The TCM fest was a sellout this year, with more than 2,000 four-day passes purchased. Festgoers came from all 50 states and a half-dozen foreign countries. The intensity of the aud’s love for vintage film was underscored to Adamovich by the number of people he saw dressed in period garb.
TCM hosts Robert Osborne and Ben Mankiewicz will take part in the cruise, which will be built around screenings, panels and Q&As with film notables.
TCM has partnered with Atlanta-based Sixthman, which specializes in producing themed cruises.