Yesterday Sky announced a new partnership with Metro, the urban media brand, for a new co-created ‘Film Focus’ section, which will run in paper every Wednesday. The new section will take an in depth look at new movies and movie news and will expand Metro’s film coverage.
The partnership, which was conceived by Sky’s media agency MediaCom, gives Metro the chance to look further ahead into the film calendar. Furthermore it allows them to focus on more than just the current week’s new releases and build anticipation around some of the big blockbusters. The section will be written by Metro’s editorial team and will be included in Metro’s recently launched Wednesday entertainment section, Scene. The new section will also feature film news from Sky Movies, and an overview of the new films and collections available for Metro’s audience on demand with Sky Movies that week.
MediaCom are responsible for planning and buying the campaign. The partnership will commence at the start of August.
Colin Kennedy, Commercial Editor, Metro said: “All our research has indicated that our urbanite audience not only has a serious movie-going habit but want to be the first to know about upcoming films. This unique partnership is the perfect platform for Sky Movies to speak to an audience that is always on the lookout for their next movie experience. It’s also another example of co-creating valuable editorial with a commercial partner – a deal structure that is becoming a specialty for Story, our internal creative agency.”
Andy Crang, Sky Movies Marketing Director, BSkyB said: “We’re always looking for new ways to help our customers discover their next movie, whether it’s on Sky Movies or at the cinema. We’re really excited to work with Metro to bring our unique combination of the year’s biggest new films, carefully curated on demand catalogue, and the latest news and interviews to Metro’s movie-loving audience as part of their daily entertainment planning.”
Daniel Wood, Head of Media Partnerships & Joint Head of Connect, MediaCom said: “In the true spirit of collaboration, we have developed a partnership that delivers real value for everyone involved - Sky, Metro and our consumers. Sky Movies heritage in the sector combined with Metro’s film hungry audience is the perfect editorial platform to establish Sky Movies as the number one choice for quality film. Film Focus is not only a brilliant way for Metro readers to get access to the latest and most important film related news and comment, it is a rare example of a commercial relationship that will enhance the enjoyment of every urban film lover.”
