MGM spotlights film titles in new branding strategy

Friedman, Wayne
March 1999
Advertising Age;3/8/1999, Vol. 70 Issue 10, p16
Trade Publication
This article focuses on the strategy developed by Metro-Goldwyn-Mayer (MGM) to promote its new films. Commercials for new MGM releases will prominently display the movie's title for the full length of the spot, similar to the way many broadcast and cable networks feature their logos in the bottom corner of the television screen during programs. The spots will appear in letterbox format, which frames the television screen in black borders to re-create the rectangular shape of a movie screen. MGM's motion picture Just the Ticket, which stars Andy Garcia, is one of the first films to be promoted via the new commercial format.


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