This document discusses LOVEFiLM's online marketing case study of the movie Attack the Block. It outlines LOVEFiLM's multi-channel approach to online marketing through mobile, OTT, social media, and desktop to engage audiences at different stages of a film - from production and pre-theatrical promotion, to theatrical release, DVD release, and the SVOD window. It provides examples of how LOVEFiLM promoted Attack the Block, including a live-streamed commentary that engaged audiences and made it the top streaming title during its release window.

1. Marketing Movies Online
Attack the Block – A Case Study
Helen Cowley
Head of Editorial & Digital Content
Jo Underhill
Head of European Media Sales

2. The Evolution of Online Marketing
Online = Mobile + OTT + social + desktop browsing
 LOVEFiLM:
We cater for a wide-ranging audience that have a
variety of needs, with a variety of channels to
accommodate.
 We can offer a complete film solution
 The emergence of „second screen‟ viewing

3. What’s important for our audience?
 Engagement

4. What’s important for our audience?
 Engagement

5. What’s important for our audience?
 Engagement
 Discoverability

6. What’s important for our audience?
 Engagement
 Discoverability
 Entertainment

7. Why Attack the Block?
 Supporting British Talent: Rising and Established
 A film that offered crossover across age groups
 Opportunity to explore innovative ideas in partnership with
StudioCanal
 The opportunity to offer exclusivity and ownership to our
customers

8. Supporting Film: Cradle to Grave
Production Pre-theatrical Theatrical DVD Digital
on set Prior to launch Editorial review New content + Audience already
dedicated product interviews & awareness generated for
page on site screenings digital content

9. User interest across channels
 Allowing us to understanding the audience
 A variety of tools we use to collect data

10. Theatrical Release
 A focus on the customer
 Fully Interactive preview
screening, with social touch
points + live interaction
 The opportunity to broaden
our audience & raise
awareness of the film before
cinema release

11. DVD Release
 Reignite awareness of the title, using a
combination of Ad Spend and Editorial
 The ability to segment our data & target
accordingly
 Highlighting Blu-ray & DVD offerings.

12. Capitalising on the SVOD window
 How do we break out a title on the service?

13. Capitalising on the SVOD window
 Our aims:
 Highlight the exclusivity of the title
 Create a “appointment-to-view” component of our
campaign
 The possibility of working with talent
 Explore how LOVEFiLM could harness the „second
screen‟

14. Media First - Attack the Block: Live Commentary
14

15. Digital Window Results
 29,000 minutes of the LiveStream viewed
 Attack the Block the no 1 streaming title on the
service week of release
 Significant Media Coverage
 A unique experience for the LOVEFiLM customer

16. Summary
 LOVEFiLM is in a unique opportunity to support film life
cycles
 We want to continue to innovate in this space in order to
deliver: Engagement, Discoverability + Entertainment