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Amsterdam: The on-air team at Liberty Global’s European division, Chellomedia, have sent me a hefty package of brand development work from their latest Film1 reposition. The rebrand comes 5 years after the launch of the premium movie channels.
Film1 2011 Rebrand
The channels, each with a new colour coded logo, have been repositioned thematically. Film1 Premiere will be the main channel with blockbusters and pay-TV premieres; Film1 Action will be the second channel with a focus on thrillers, action and horror. Film1 Family will show family films and Film1 Festival will feature art house films.
Chellomedia On-Air Manager and Creative Director, Dennis Hooftman, tells me, “The deadline was set on the day we launched our free-view weekend, so we had to get the entire rebrand design on-air and across all of our media within a very tight production timeframe.”
New 2011 Film1 Ident
This all comes after some record subscription numbers for its Dutch premium channels Film1 and Sport1. At the end of 2010 there were 460,000, up 7% compared to the previous year. The broadcaster also said that since the launch in August 2008 some 11.5 million movies were watched on-demand as part of the Film1 SVOD service on UPC Nederland. That amounts to about 7.2 million movies requested in 2010.
For those interested, I’ve got a little promo package sequence (without sound/music) as a nice reference here. Also, interested channel Creative Directors/On-Air managers who would like a look at Film1’s 2011 Brand Book/Style guide, can request that here.
The rebranding of Film1 follows a similar exercise in December, when Chellomedia repositioned its sports channels. The comprehensive rebrand was developed in-house, creds to Chellomedia Creative Director Dennis Hooftman, Senior Promo Producer, Bas Alberts, Designers Thierry Tolhuijs, Simon Flitter, and music/sound design by Massive Music.
Art & Business of Motion 