What’s the latest format for broadband movie advertising? A streaming video ad that doesn’t just play movie clips, but the times the movies are playing at your local theaters. “It’s never been done before, we’re dynamically serving movie times,” said Chris Young, founder of Klipmart and EVP Rich Media for DoubleClick, which acquired Klipmart in June.
Klipmart worked with Trapeze Media, a Toronto-based interactive agency, to develop the unit, which is being used exclusively for Buena Vista Motion Pictures Group, which includes Walt Disney, Touchstone and other studios.
Trapeze created an application for Buena Vista called “first inline online!,” an advanced ticketing application that generates data from the three major movie data providers — MovieTickets.com, Fandango.com and Moviefone.com. Trapeze launched it in 2004 and it has been used on a variety of Buena Vista Web sites, but this is the first time it’s been used with a rich media ad. “It’s the next logical extension of the information,” said Rob Balfour, Trapeze’s CEO.
The unit was launched on a pilot basis for The Prestige on October 20 and rolled out for Deja Vu on November 22, with ads on MSN, Yahoo, AOL and other portals. “The unit will be used across all Disney campaigns in the future,” Balfour said.
Trapeze worked with Klipmart to develop the unit, which can now be used by other agencies. “It’s easy for agencies to reskin it,” Balfour said. “Agencies can provide the graphics for the unit using the basic design.”
The in-banner ads show movie clips in the center of the unit with the words “Now Playing” at the bottom, which run above a streaming strip of theater names and movie times.
The movie information is provided to users based on their Internet protocol address. “We analyze what geography it’s in and display the relevant show time information,” Young said.
The information comes from the three main movie data providers. “If consumers want to find a show time they might have to go to all three sites, because every theater has an exclusive agreement with a different site,” Young said. “We pull the data from all three sites to give a universal solution.”
“No broadband advertiser has ever provided information this way before.” Young said. Automobile makers could use the format to send information about local dealers, but it hasn’t been done yet, he said.
The unit was created at DoubleClick’s Innovation Lab, which the company created after it acquired Klipmart. “We agreed to work with clients to come up with compelling innovations. Disney said this is something we wanted to do and we worked with Trapeze to come up with the solution. It’s the perfect example of how we’ve leveraged the Innovation Lab idea,” Young said.
DGA Award Nominees Set For TV, Documentaries and Commercials
The Directors Guild of America has unveiled the nominees for Outstanding Directorial Achievement in Television, Commercials and Documentary for 2024. The winners will be announced at the 77th Annual DGA Awards on Saturday, February 8, at The Beverly Hilton Hotel in Beverly Hills, Calif. Garnering multiple nods in their respective categories of Dramatic Series, Comedy Series and Movies for TV/Limited Series were, respectively, Shogun, The Bear and The Penguin. Three of the five nominations in Dramatic Series went to Shogun--Hiromi Kamata for the “Ladies of the Willow World Episode,” Frederick E.O. Toye for “Crimson Sky” and Jonathan van Tulleken for “Anjin.” The other two nods were garnered by Alex Graves for The Diplomat episode “Dreadnought” and Issa Lopez for the “Part 6” installment of True Detective, Night Country. The Bear also took three out of five nominations, in the Comedy Series category: Directors Ayo Edebiri for the “Napkins” episode, Duccio Fabbri for “Doors,” and Christopher Storer for “Tomorrow.” The other two Comedy Series nods went to Lucia Aniello for the Hacks episode “Bulletproof” and Jeff Schaffer for the Curb Your Enthusiasm episode “No Lessons Learned.” And garnering three of the five nods in Movies For Television and Limited Series was The Penguin: Directors Kevin Bray for “Top Hat,” Jennifer Getzinger for “A Great or Little Thing” and Helen Shaver for “Cent’anni.” Rounding out the category were nominationns for Alfonso Curaon on the strength of Disclaimer, and Steven Zaillian for Ripley. Nominated in the Documentary category were Brendan Bellomo and Slava Leontyev for... Read More