Sky has partnered with Metro to create a new ‘Film Focus’ feature, set to run in the newspaper on Wednesdays.
Conceived by Sky’s media agency MediaCom, ‘Film Focus’ will cover movie news as well as taking an in-depth look at new movies, giving Metro the chance to expand its film coverage and look further ahead into the film calendar.
“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,” explained Andy Crang, Sky Movies marketing director, BSkyB. “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.”
The section will be written by Metro’s editorial tram and will be included within the recently launched Wednesday entertainment section, Scene.
Colin Kennedy, commercial editor, Metro, added: “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.”
MediaCom will handle all planning and buying for the partnership, which will commence at the start of August. Daniel Wood, head of media partnerships and joint hear of connect at MediaCom, added: “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.”
‘Film Focus’ content will include feature film news from Sky Movies in addition to an overview of new films and collections available on demand to Sky Movies subscribers that week.