"Noovie" Takes Film Fans Behind the Scenes and Beyond the Theater

I spoke with Steve Ochs NCM39s Senior Vice President Marketing and Creative about the development of this new brandIngrid Laubamp160 At its core Noovie is replacing the First Look preshow the content people watch when they enter the theateramp160 What39s new and differentSteve Ochsamp160 It39s an entirely new brand new look new feel new graphic treatments new VOsamp160 We39re trying to organically create a thematic arch from start to finish so it feels more like a showamp160 Not only will the look and feel be more contemporary and more geared toward our core audience of Gen Z and Millennial movie fans but we39re also creating our own original content and partnering with a variety of producersamp160 Through June Disney will be the premier provider of content for the Noovie Backlot segments which are going to be a combination of interviews by Maria Menounos whimsical stuff and alternative exclusive content from the studios that39s not available anywhere elseamp160 Rumble Yard Sony Music Entertainment39s original content arm is also working with us to create Noovie Soundcheckamp160 It39s a 90second look at bands before they go on stageamp160 The first features Foo Fighters at a concert they did at the Acropolis in GreeceLaubamp160 Let39s talk about going beyond the walls of the theateramp160 Noovie is a platform for following the movie fan wherever he or she travelsamp160 What are the first manifestations we39ll seeOchsamp160 The benefit we have is this huge audience of moviegoers a brilliant 40foot screen and the opportunity to let people know about the Noovie experience outside of the theateramp160 If you want to see more go to nooviecom or download the Noovie app which will be launching in the coming monthsamp160 The average moviegoer goes to the movies once every two months so that39s a 60day cycleamp160 We have a unique opportunity to hit this captive and engaged audience on the one day that they go to the movies and then use that to become part of the conversation and part of their movie journey for the other 59 daysamp160 You39re going to see some initial forays into augmented reality at the end of this year and in the beginning of next year you39ll see digital executions that will focus on our three key Noovie pillars content gaming and commerceLaubamp160 Tell me about the visual representation of the new brandamp160 Was the graphic design all done inhouseOchsamp160 All of the elements were built inhouseamp160 We have a really talented team of design and motion graphics artists in particularamp160 It39s brighter more upbeatamp160 Noovie is really about what39s new in entertainment so we want to have that upbeat friendly attitude reflected in the graphicsLaubamp160 How did you come up with the nameOchsamp160 Our CEO Andy England comes from a consumer packagedgoods background and understands the value of brands that are ownableamp160 The problem with FirstLook was that we couldn39t trademark itamp160 It was a 10month process with a combination of internal crowdsourcing working with an agency on name generation and trademark searchamp160 We landed on Noovie because it39s original ownable it39s not a real word so you can have fun with it and it alludes to what39s new at the moviesLaubamp160 Did you do any consumer testing before the launchOchsamp160 Research is a consistent discipline for us and we have our Behind the Screens proprietary panel of 5000 moviegoers that we regularly check in with for their opinions and insightsamp160 A lot of the changes we39ve made to the show everything from the graphics to the content that we39re going to be providing to the digital experiences that we39re going to look at delivering are all a function of the ongoing conversation that we39re having with this core audience of avid moviegoersamp160 Plus we39re always in theaters doing exit interviews from an advertising perspective so we39re going to start tacking on consumerfocused questions as well asking them about awareness or things that have or haven39t workedLaubamp160 Can you tell me about the commerce playOchsamp160 You can imagine a lot of the different things that would be great fits for Noovie whether it39s ticketing or merchandising or concessionsamp160 But one of the things that39s very important about Noovie is that it stays focused on what delivers value to that movie audienceamp160 If we do the right thing for the consumer advertisers won39t be far behindamp160 We39ll be delivering an even more valuable engaged audience to themLaubamp160 How will Noovie provide value for brandsOchsamp160 Jack Myers wrote a piece recently on the fact that people are ignoring brand value in media companiesamp160 When you build a really strong media brand it creates value because other brands want to be around itamp160 Our goal is to build a brand that has a personality a point of view and provides value and relevance to our consumers so much so that brands want it to rub off on them as wellamp160 The second key piece is to build engagementamp160 We already benefit from some of the highest engagement metrics in the industryamp160 We want to make sure that we deliver a fully engaging show with people interacting in a meaningful way with content and brands on the big screen and beyondClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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"Noovie" Takes Film Fans Behind the Scenes and Beyond the Theater

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Ingrid Laub

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