Married to the Media: 31 Days of Reality Relief

 

The most-watched Super Bowl in history is behind us and the best ads have been determined (the Clydesdale/Dalmatian one for Budweiser was my favorite). But the WGA strike, while showing signs of progress, remains unresolved. So, what’s a viewer to do now that almost every scripted show is out of new episodes, and the reality offerings get weirder and worse by the day?

 

It’s clear that viewers are clinging to whatever fresh TV that’s left. That’s why we’re seeing the phenomenal numbers delivered for Sunday’s game (97.4 million viewers),  as well as the great numbers for the return of Lost (16 million). I heartily endorse catching Lost, whether you’re an established fan or new to the show. You can always catch up on the “Lost past” through DVDs and trust me, you’ll be glad you did.Lost brings new and different to prime time TV like no other show. Now that they have a determined end-point (47 episodes from now), the writers have mapped out where they need to go and how to get there. From the looks of Episode 1, this fourth season looks to be a wild ride.

 

Entertainment Weekly’s recent issue about the strike (the one with Conan O’Brien on the cover) suggested some constructive alternative activities for the strike-worn TV fan, and I must echo their recommendation for one. “Work your way through the AFI 100,” they said. I say, “What a great idea!” Each year, Turner Classic Movies gives us a great way to get a head start on that project with Thirty-One Days of Oscar.

 

TCM offers 31 straight days of Oscar-winning films, all day and every day, uncut and commercial-free. Not all of these titles won a “big” Oscar (Best Picture, Best Actor, Best Actress), though many of them did. They all won an Oscar for something, however, and many are on the American Film Institute’s list of the Top 100 films of all time. In fact, you’ll find 32 of the Top 100 films, and seven of the Top 10, in this year’s TCM playlist.

 

This week you can catch Casablanca (#3) and Citizen Kane (#1). In coming weeks, selections include movies from the 1920s up to the current decade. There are movies from all genres and movies you haven't seen in years. Even if you're a diehard film buff, you'll discover movies you may never have seen in theaters.

 

TCM has each day organized into two parts, each with a theme. The daytime portion, running from roughly 6 a.m. to 8 p.m., takes on a different genre each day. Today’s (Feb. 5) is Coming of Age films, and includes Little Women and The Yearling, among others.

 

Each night, from 8 p.m. on, TCM explores a decade of filmmaking. The 1920s to ’30s on Monday; ’40s on Tuesday; ’50s Wednesday; and so on.

 

At www.tcm.com, you can review or download a full schedule of the movies being presented over the next month. You’ll find dozens of gems that did not make the AFI 100 list, yet are wonderful films you should expose yourself to, get to know, or enjoy again.

 

As I looked over the AFI and 31 Days lists, I was struck by just how hard it must be to determine, from all the films that exist out there, a Top 100 list. How could movies like Dr. Zhivago, An American in Paris, The Quiet Man and The Dirty Dozen NOT be on AFI”s list? Luckily, they ARE on the 31 Days roster.

 

As media strategists, we have to reach into the hearts and minds of our target audiences, while delivering our clients’ messages. We need to be familiar with those pop culture icons that ring familiar.

 

Today, as I spoke to some of my colleagues about our favorite ads from Super Bowl XLII, I learned that some of the younger members of the staff could not make head or tails of the Audi ad. They were completely unfamiliar with the references made there. I thought it was one of the best ads of the night in terms of connecting immediately with their target audience: Boomer males who might be considering buying a new model car. The men at my Super Bowl party knew that the ad was a spoof of The Godfather “horse’s head” scene while the shot was still on the outside of the house. They were drawn in and enthralled. At the end when the new Audi was revealed, all they could say was “Wow.” 

 

We have to understand and connect with allof our clients’ target audiences, not just the targets who also happen to be part of our own personal demographic. While it’s true that watching old movies won’t make that happen all by itself, it’s a start, and you’ll find it is good fun besides.

 

You might also find yourself with a few more things to talk about at parties; a few more tools in your tool box for understanding your clients, bosses and targets; and who knows, maybe even become a more well-rounded person. Give it a go. Even if the strike is settled this week (and there’s a chance it might be!), it’ll be three to four weeks at a minimum before we see any new shows on TV.

 

Plenty of time to catch up on some movies.