Turner Classic Movies (TCM) has unveiled a fresh, more distinctive branded look and new marketing campaign to mark its 10th anniversary. Designed to engage a younger audience, the move follows the acquisition of new film titles from leading studios including Warner Bros, Paramount and Universal. A new series of idents focuses on viewers’ reactions to film, capturing the emotive experience of great cinema, while a separate set of idents celebrates famous film quotes.
A digital marketing campaign, entitled ‘Capture Your Classic’ will invite viewers to upload recreations of five famous films scenes onto the channel’s website. The user generated content judged to be the best will then be seeded out across a range of social networking sites. The celebrity fronted campaign will launch with two famous faces recreating an iconic film scene, alongside many hundreds of members of the public, taking place on July 12 at a central London location.
Vice President of Marketing and Communications, Barnaby Dawe, said, “This is all about injecting some fun and exuberance into the TCM brand that will appeal to the 35+ audience, using an integration of digital and experiential marketing.”
In other TCM news, the German version of TCM is to be renamed TNT Film on the 4th July, 2009. The rebrand will include a newly designed logo which aim is to attract a younger and more forward thinking audience.