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Creative projects are especially appealing to young consumers, said Barbara Blangiardi, NBC vice president of marketing and special projects "It could be there's no magic bullet to this," he said " "It's usually done for 'Eat at Bud's Crabshack,' not 'Tune in to television Koonin, executive vice president and chief operating officer of TBS and Turner Network Television, used the generic "alternative" to replace "bathroom (TBS is going one better, using flat-screen monitors that play their message when a patron approaches The series, which has a complex story line and "visually stunning" look, also demanded more than traditional treatment, said Courteney Monroe, HBO vice president for advertising For showings of "The Wizard of Oz," Turner designed ads to run in gay-oriented publications to take advantage of interest in Judy Garland, the film's star and a "gay icon," Koonin said The future of TV marketing and promotion may well be a grab bag of these and other approaches, suggested analyst Gerbrandt With cable siphoning off viewers and more networks splitting what's left, broadcast is no longer a perfect vehicle for self-promotion "It's taken them (broadcasters) forever to wake up to the fact that far fewer people are watching," Gerbrandt said " "No place is sacred," said Chris Carlisle, executive vice president for marketing and promotion at FX " (Turner also has a deal for in-theater advertising with Regal Marketing efforts were divided among print media, radio, television â€â€? and "bathroom " As part of its viewer outreach, CBS is giving away free, interactive DVDs at Blockbuster stores (like CBS, part of the Viacom conglomerate) that include clips from CBS' fall lineup and behind-the-scenes peeks at shows Among the more than 60 stars participating this year are Jennifer Garner of "Alias" and Jim Belushi of "According to Jim 6-7 " "The amount of press we generate just from this one event alone goes such a long way in launching the fall season," said Mike Benson, ABC senior vice president for marketing The ad and CD-ROM went out to a relatively small group, about 500,000 magazine subscribers, but they represent the pop-culture mavens who are part of HBO's likely audience ABC tried marketing its failed sitcom "The Norm Show" with recorded audio in urinals Benson said ABC has created "a very targeted gay marketing campaign" for "It's All Relative," a fall sitcom that features a gay couple who are parents They want things that are cool and fun and are integrated in their lifestyle," she said That's especially true for the premium channels that aren't sampled by non-subscribers "It gets harder all the time because it gets more competitive all the time," said George Schweitzer, CBS senior vice president for marketing FX scored attention for its drama "The Shield" with a CD-ROM also placed in Entertainment Weekly before the show's second-season debut ) For the niche channels that make up much of the cable universe, even diminished network audiences are big; the channels argue their size compels them to be more creative in marketing " But he isn't at all averse to urinal ads It's about time they became more innovative, said Larry Gerbrandt, a television analyst with Kagan World Media Or hiring airplanes to tow banners over beachgoers for TBS' killer-shark movie "Red Water "They don't want to be told what to do, they don't want to be hyped at "It's much appreciated that we recognize different markets and market to them," he said "They have to do what advertisers have been doing for years, which is look at multiple types of campaigns " â€â€?â€â€?â€â€? EDITOR'S NOTE â€â€? Lynn Elber can be reached at lelber(at)ap NBC signed up as the broadcast TV partner with the Regal Entertainment Group theater chain, the nation's largest, and is running specially produced spots that one NBC executive dubbed "promo-tainment Even mass broadcasters are into custom-tailoring Expect to be bombarded with messages at every turn, more so with the approach of the fall TV season The "Carnivale" marketing includes a heavy online presence, with banners and full-screen "take over" ads on various sites, including ifilm Or to putting posters for National Basketball Association broadcasts on pizza boxes "You can't capture all that in a print ad," Monroe said "I think they're getting tired of spending tens if not hundreds of millions of dollars on new programming, which nobody samples Viewers also want to know what's in it specifically for them Koonin received a draft news release about upcoming TBS college football broadcasts, one word stopped him HBO promoted its new series "Carnivale" with an Entertainment Weekly magazine insert that invites readers to "Experience The Mysterious World of Carnivale" and includes a CD-ROM with scenes from the drama debuting in September In TV's voracious and increasingly specific hunt for viewers, networks and cable channels are using any approach they can dream up com, that will lead to an interactive tarot card reading "We're constantly looking for new outlets and more direct paths to the consumers "It got people interested and excited," said FX's Carlisle With millions of people visiting Blockbuster monthly, Schweitzer said, CBS has the chance to reach a vast pool of "entertainment junkies Fans get to mingle with the casts of ABC series at the event, which was introduced last year TV Networks Scout for More Viewers Aug 21, 2:53 PM EST When TBS Superstation executive Steven R ' But what better place to get your shark warning than at the beach?" Koonin said " Walt Disney-owned ABC, also relying on corporate tentacles, is promoting its fall series with a "Primetime Preview Weekend" at Disney's California Adventure Park in Anaheim on Sept " In September, messages touting football on TBS will play in the men's restrooms of bars in 12 cities org ) The ABC effort symbolizes how even the major broadcast networks have to work for traction among viewers It will be advertised in gay magazines and Web sites " "Friday After Next" opened Friday "It's not a cross-over appeal, it's just kind of a people appeal It's a mixture of both," he said "For the most part, each movie can stand on its own Ice: 'Friday After Next' Has Appeal Nov 22, 2:25 PM EST %meta(topic:01005000;apâ€â€?topic:general entertainment;subtopic:movies;%) %meta(topic:01011000;apâ€â€?topic:general entertainment;subtopic:music;%) LOS ANGELES (AP) â€â€? You can still laugh at "Friday After Next" even if you didn't see the first two "Friday" movies "It's not just all-the-way low-budget down and dirty, it also has some cool camera moves "We don't look at what the other one did or what the other one is about or any of that," he said " He also said you don't have to be black to enjoy the Friday movies But it's not like the light 'Home Alone' type of commercial comedy that it can be "It's not all-the-way hardcore black comedy Ice Cube says each movie is funny on its own We just commit ourselves to making a movie that is fun for right now |
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