Video-on-demand service Eurocinema, which showcases foreign films, plans to start its first consumer marketing campaign this month, betting that niche marketing will work best for a targeted VOD service.
The VOD service will spend $100,000 in its January outing and $2 million in total marketing this year, said Larry Namer, head of U.S. operations for EuroMedia Holdings, the owner and operator of Eurocinema.
When the VOD network launched with Mediacom in April 2006 it reached about 1.5 million homes. By year-end, Eurocinema had obtained distribution on Time Warner systems and upped its reach past 13 million homes, Mr. Namer said.
Now he wants to build on that base and let consumers know that Eurocinema is like the Good Housekeeping seal of approval for foreign films. That’s why Eurocinema will market the service through a series of cross-channel spots that are slated to run on like-minded networks. It also will promote its films through the newsletters published by embassies, consulates and social groups associated with various European nationalities, he said. The newsletters will detail which movies are targeted for which country.
“The first year was focused on distribution and now we are moving into consumer marketing,” Mr. Namer said.
“It’s inefficient for us to take out an ad in USA Today for the 1 percent that wants foreign films,” Mr. Namer said. “With grass-roots marketing we can be effective.”