AMC Networks wants to offer TV advertisers a completely different kind of screen on which they can pitch their wares.
The owner of AMC, IFC and other cable networks has a new cadre of advertisers working around its annual “Fear Fest” who will also make use of the giant out-of-home canvas of Las Vegas’ Sphere. Both companies are backed by the Dolan family and connecting AMC’s TV offering with Sphere’s extravagant display was offered during this year’s annual “upfront” market, when TV networks try to sell the bulk of their ad inventory for their next cycle of programming.
“Over the past two years we made a concerted effort to focus on commercials around what we call the joy of horror – it’s our invitation to brands to embrace this genre and fandom,” says Mike DiGicaomo, head of integrated marketing and Content Room for AMC Networks, during an interview. Bacardi and Kraft Heinz will sponsor Fear Fest, while Universal Pictures negotiated an ad pact that gives it prominent placement on Shudder, AMC’s streaming service focused on horror, where the movie studio will promote “Black Phone 2,” which is slated for an October 17 release.
“FearFest” programming highlights include collections such as ”A Nightmare on Elm Street,” Halloween”, “Friday the 13th,” “Final Destination” and movies based on author Stephen King’s work, along with new episodes of “The Walking Dead: Daryl Dixon”, “Talamasca: The Secret Order,” a new series based on the work of author Anne Rice, and holiday specials.
Most advertisers like to link on to popular holidays, but the Halloween opportunity offers more than just the basics, says Lisa Pfenning, vice president of Bacardi Rum in North America. Halloween represents “”a very strong consumption holiday, particularly for the Gen Z consumer,” she says. Of course, the company can play into “tuning into cult classics and Halloween movies,” but “also the anticipation of the big night, planning out outfits, planning where you’re going to spend and who you’re going to spend with it.”
Kraft Heinz sees a chance “to surprise and delight our fans in new and exciting ways this Halloween season,” says Lizzie Bartek, senior brand manager of creative effectiveness at Kraft Heinz. The company plans to promote both Velveeta and Jet-Puffed marshmallows.
Bacardi worked with Sphere Studios to create Halloween-themed content that will appear in spooky programming slated to appear on Sphere. The bat in the Bacardi logo will play notable role. The beverage’s “takeover” of Sphere starts Friday and runs through October 10. Kraft Heinz will spotlight Velveeta in custom content across linear and social, and as sponsor of the “Best of Fear Fest” collection on AMC+.
Executives at Sphere see a chance to get their work noticed by new audiences – including advertisers.” We want clients to truly embrace this immersive canvas. The exosphere itself is the largest LED screen on the planet,” says Marcus Ellington, executive vice president of ad sales and sponsorships at Sphere. Visitors to Las Vegas aren’t the only ones who see what’s being programmed on the large structure, which can be followed by millions on social media. And much of the content for brands can be produced by Sphere itself, he adds.
Much of what Sphere presents will turn up in various iterations across AMC properties – making for a spooky accompaniment to 650 hours of bespoke programs.
variety.com
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