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Family Movie Night is a joint project of Walmart and Procter & Gamble to produce family-friendly television movies. Started in April 2010, the movies entice viewers to buy Procter & Gamble products at Walmart stores.
Background
Walmart and Procter & Gamble worked together in the 1990s in helping to start the Family Friendly Programming Forum. Many people were not pleased with the amount of programming families could watch, and Marc Pritchard of Procter & Gamble said mothers expected companies to care about the type shows where they ran ads. [1] The two companies and the Association of National Advertisers' Alliance for Family Entertainment determined that American parents still were not satisfied with their choices. 94 percent of parents surveyed felt spending time together was a priority, and that entertainment was the way to do that. Many parents had discontinued watching a program they believed had family values when in fact it did not. [2] Ben Simon of Walmart admitted the beliefs and values shown in some of the movies could be considered Christian, but anyone could watch the movies regardless of religious affiliation. [3]
Promotion strategy
Walmart prominently featured advertised products in its stores, as well as the DVDs of each movie. After apparently spending $4.5 million on the first film Secrets of the Mountain, which used product placement heavily, Procter & Gamble experienced notable increases in the sales of advertised products, as well as in people's positive impressions of the products. The movie also won the night with 7.5 million viewers. Martin Agency produced the commercials used in the movies, for which the two companies spent $2.7 million. Kantar Media said the companies spent nearly $5 million on ads for the second movie, The Jensen Project. [1]
Movies
- Secrets of the Mountain
- The Jensen Project
- A Walk in My Shoes
- Change of Plans
- Truth Be Told
- Field of Vision
- Who Is Simon Miller?
- Game Time: Tackling the Past
- Game of Your Life
References
- ^ a b Hampp, Andrew (2010-09-27). "P&G, Walmart Find Success as Moviemakers for Their Brands". Advertising Age. Retrieved 2011-12-15.
- ^ "Walmart and P&G Announce Five More Films in "Family Movie Night" Initiative". The Futon Critic. 2011-04-14. Retrieved 2011-12-15.
- ^ Vivaldo, Josephine (2010-12-29). "Walmart, P&G Continue Family Movie Night with 'Change of Plans'". Christian Post. Retrieved 2011-12-15.
External links
| This is not a Wikipedia article: It is an individual user's work-in-progress page, and may be incomplete and/or unreliable. For guidance on developing this draft, see
Wikipedia:So you made a userspace draft. Find sources:
Google (
books ·
news ·
scholar ·
free images ·
WP refs) ·
FENS ·
JSTOR ·
TWL |
Family Movie Night is a joint project of Walmart and Procter & Gamble to produce family-friendly television movies. Started in April 2010, the movies entice viewers to buy Procter & Gamble products at Walmart stores.
Background
Walmart and Procter & Gamble worked together in the 1990s in helping to start the Family Friendly Programming Forum. Many people were not pleased with the amount of programming families could watch, and Marc Pritchard of Procter & Gamble said mothers expected companies to care about the type shows where they ran ads. [1] The two companies and the Association of National Advertisers' Alliance for Family Entertainment determined that American parents still were not satisfied with their choices. 94 percent of parents surveyed felt spending time together was a priority, and that entertainment was the way to do that. Many parents had discontinued watching a program they believed had family values when in fact it did not. [2] Ben Simon of Walmart admitted the beliefs and values shown in some of the movies could be considered Christian, but anyone could watch the movies regardless of religious affiliation. [3]
Promotion strategy
Walmart prominently featured advertised products in its stores, as well as the DVDs of each movie. After apparently spending $4.5 million on the first film Secrets of the Mountain, which used product placement heavily, Procter & Gamble experienced notable increases in the sales of advertised products, as well as in people's positive impressions of the products. The movie also won the night with 7.5 million viewers. Martin Agency produced the commercials used in the movies, for which the two companies spent $2.7 million. Kantar Media said the companies spent nearly $5 million on ads for the second movie, The Jensen Project. [1]
Movies
- Secrets of the Mountain
- The Jensen Project
- A Walk in My Shoes
- Change of Plans
- Truth Be Told
- Field of Vision
- Who Is Simon Miller?
- Game Time: Tackling the Past
- Game of Your Life
References
- ^ a b Hampp, Andrew (2010-09-27). "P&G, Walmart Find Success as Moviemakers for Their Brands". Advertising Age. Retrieved 2011-12-15.
- ^ "Walmart and P&G Announce Five More Films in "Family Movie Night" Initiative". The Futon Critic. 2011-04-14. Retrieved 2011-12-15.
- ^ Vivaldo, Josephine (2010-12-29). "Walmart, P&G Continue Family Movie Night with 'Change of Plans'". Christian Post. Retrieved 2011-12-15.
External links