Amid all the noise of original series and streaming television, Turner Classic Movies is looking to re-position itself as the true last-standing cinephile’s destination with a new brand campaign, and a tagline “Let’s Movie.”
TCM will promote the campaign through on-air, out-of-home and digital elements including social media, cross-promotion on other Turner-owned channels, electronic billboards in NYC and on-screen ads in over 750 US theaters. The network seems to want to tell younger audiences, not just its loyal coterie of viewers seeking pre-Code classics on late-night cable, that Turner Classic also celebrates more contemporary classics.
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If you’re a film fan who doesn’t subscribe to the “TV is the new cinema” dictum, TCM promises you a safe space. We should expect to see the “Let’s Movie” philosophy carry over to the TCM Fest in Los Angeles next year, an annual weekend-long pageant of revived classics.