HMV is launching its first theatrical advertising campaign in five years, just 12 months after the entertainment retailer called in administrators.
The nationwide campaign, planned by independent media agency the7stars, will coincide with the film awards season and a six-week 'HMV presents awards season' event in stores. The 30-second ad, which hits screens 31 January, showcases some of the most memorable award-winners including Schindler’s List, Titanic and last year’s Best Picture Oscar-winner Argo.
In an exclusive deal with Digital Cinema Media, the campaign will highlight HMV’s back-catalogue Blu-ray and DVD titles and will be trailed alongside this year’s most high-profile award nominees.
the7stars’ Emma Park, who manages the media planning and buying for HMV, said: “It’s fantastic to see this iconic retail brand back on the big screen alongside some of this year’s hottest movies. We’re sure the campaign will help to position HMV as an essential destination during this year’s awards season and beyond.”
HMV head of marketing, Patrizia Leighton added: “When it came to a media strategy to support our 'HMV presents awards season' event in stores, cinema is the ideal extension to complement the size and scale from within the stores out to our customers. It's uniquely positioned to deliver the visual and emotional engagement with our film loving audience that we wanted to achieve through this campaign.”
The announcement comes after a difficult year for HMV, which saw over 100 high street stores close – including its 28 year-old Oxford Street flagship just last week.