Which On-Demand Titles Compete with New Releases?

For example TV viewing is a constant competitor but poses a greater threat during specific parts of the year There is an organic lull in rental transaction rates in September with the kickoff of fall premieres It is during this time of year that households are not only debating which movie to rent but also factoring in whether to spend the TVviewing time catching up on the premiere of a new seasonAt Cadent entertainment we39ve found that unlike theatrical releases ondemand films don39t always compete new release against new release or even new action film against older action film Competition can come from catalog titles which enjoy waves of popularity due to a variety of factors including the release of a sequel or a surge in rentals because of a holidayTitles like 196239s Lawrence of Arabia and the 1936 movie Mr Deeds Goes to Town are rented a handful of times each week A handful of transactions is certainly not enough to compete with the ondemand release of a tile like The Meg but it does add up Ninetyfive percent of monthly transactions are catalog titlesIn 2018 353 more movies saw transactions compared to 2017 yet Rentrak consistently reports that households are still only renting twice per month at most There are more movies made available to consumers but there aren39t more hours in the day to view them This means movie studios must reach audiences at the right moment to make the most of their opportunityThe instant availability of the classics we mentioned earlier as well as recent releases like Three Billboards or Jumanji are creating a more crowded market These days a new release could be competing with films from one 10 or 50 years agoIn another example the Bruce Willisstarring Death Wish released in June 2018 saw unlikely competition from 200539s Incredibles Why Because Incredibles 2 had opened in theaters the week before Rentals for the original film increased more than 500 in the week after the sequel was releasedIt39s safe to say that the studio behind Death Wish was planning more for ondemand competition with action thrillers like Pacific Rim or Tomb Raider not a familyfriendly Pixar hit that had been released 13 years earlierThis isn39t a blip In the last 26 weeks 15 of the top 100 movie rentals were catalog titles Many of them were drafting titles that had sequels in theaters amp8212 movies like Equalizer Creed and Hotel Transylvania Titles tend to see a significant rental boost when a sequel or franchiseconnected film is released in theatersSome movies don39t need a sequel coming out to compete with new releases Frozen is still in the top 100 rentals after becoming the biggest animated movie ever at the box office Incredibles comes in secondWhether you39re working to revive a stream of rental revenue or drive theatrical sales there39s a valuable opportunity in promoting relevant catalog titles or driving audiences to catalog titles that have upcoming sequels Boosting support around holiday movies when seasonally appropriate can be a smart approachWith addressable targeting Cadent can narrow in on households that we know are renting and then layer in additional viewership attributes to pinpoint your ideal audience so you39re always quotfishing where the fish arequotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Which On-Demand Titles Compete with New Releases?

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Karen Abram

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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Which On-Demand Titles Compete with New Releases?

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Karen Abram

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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