Second iteration of the Mega Movie Week campaign is more successful than ever
London, 15th May: According to figures released this week by Digital Entertainment Group International (DEGI), Mega Movie Week 2023 in Germany achieved an outstanding uplift on the previous week across all participating EST (+349%) and TVOD (+109%) titles. The industry-wide campaign, driven by DEGI and its members, ran across 10 leading digital platforms with over 200 titles from 17 participating distributors, making it DEG International’s largest industry-wide growth initiative to date.
Growth was achieved by targeting potential new customers to try transactional digital purchasing and expand their collections, and existing customers to encourage them to increase their purchase frequency by taking advantage of limited-time special pricing. The campaign achieved a 43% higher return on investment than the first campaign in 2021.
Wolfgang Carl, Managing Director of Gesellschaft Zur Förderung Audiovisueller Medien mbH (FAM) said, “We are very excited about the return of Mega Movie Week. We achieved excellent results in the first campaign in 2021 – and this second iteration shows the success we can achieve and scale up when we work together. We paid particular attention to local, German and supported titles, with some of these making it into the top 25 most successful titles of the campaign. I would like to thank everyone involved in Mega Movie Week for working together and especially the FFA for their vital financial support which has contributed to this success.”
Consumers showed their preference for action and adventure films, which performed best in the campaign, followed by dramas and comedies, which recorded the biggest growth of all genres. Moreover, the appetite for home-grown films continues unabated: Two German-financed films made it into the Top 25 and eight local titles made it into the Top 50 highest-grossing titles.
PR activities for Mega Movie Week once again delivered fantastic results with a reach of over 40 million across 28 posts and 21 influencer content drops.
The performance-driven media campaign managed by Wavemaker achieved around 74 million impressions, directly targeting consumers with an affinity for movies and SVOD subscriptions across multiple channels. Participating platforms also promoted the campaign via their store fronts, EPGs, set-top boxes and games consoles. In addition, direct marketing via emails, push-push and in-app notifications was also implemented by the platforms and distributors.
Liz Bales, Chief Executive, DEGI said, “This is a fantastic second iteration of the internationally popular Mega Movie Week in Germany, where the home entertainment community has come together to promote the range and convenience of digital transactional movie buying in a compelling campaign for German consumers. Mega Movie Week began in the UK in January 2019 and now continues to travel the world as DEGI works across multiple countries to promote collaboration and growth in the digital market. We are incredibly grateful to everyone involved in Germany for their continued investment and enthusiasm for Mega Movie Week, which has helped make this campaign a success, including all participating platforms, distributors, BVV, FAM and FFA for their additional financial support.”