The “evolving set” approach enabled us to present clips from 35+ movies in a neutral framing device for disparate genres and eras of movies. Additionally, in its use of silhouetted stagehands, the screen concept effectively highlights the craftsmanship of these films and appeals to our audience’s interest in the behind-the-scenes aspect of movies.

Given that the primary platform for this creative was in-cinema, this creative had to present a larger-than-life visual treatment that would measure up to the theatrically budgeted movies that these audiences come to see. To further support these heroic visuals, we commissioned an original piece of music that adds to the narrative unfolding on screen. In every element of execution, we wanted to enthral the audience and remind them why they love movies--especially classic movies.

As an advertising-free network, Turner Classic Movies is not a rated network. Our promotional effectiveness is largely evaluated in viewer feedback and traffic to our website. This year the 31 Days of Oscar website reflected record page views and unique users.

Additionally, network viewers actively discussed their enthusiasm for the creative on message boards and Academy-Award blogs. Importantly, our partners at the Academy were very admiring of our creative and the President of the Academy made a special point to thank us for our efforts this year.