SATELLITE & CABLE: Cinemax bangs the drum with new ad campaign

<p>Cinemax, HBO Asia's second movie channel, has rolled out a new </p><p>regional advertising campaign, called "Expect Something Different". </p><p><BR><BR> </p><p>The advertising campaign, created by Singapore-based FCA Communications, </p><p>is now running in Singapore, Bangkok, Malaysia and Manila to introduce </p><p>the channel's new positioning - that is, to expect something </p><p>different. </p><p><BR><BR> </p><p>The media agency for HBO Asia is MindShare. </p><p><BR><BR> </p><p>"With our new on-air look, Cinemax is inviting viewers to sample and </p><p>enjoy a different kind of movie viewing experience," said Mr Mack </p><p>Perryman, senior VP for programming and promotion, HBO Asia. </p><p><BR><BR> </p><p>Cinemax has redefined its position as a more niche channel, offering </p><p>movies that may not be released in the theatre. </p><p><BR><BR> </p><p>"At Cinemax, we conscientiously seek out recognisable and lesser-known </p><p>films, with top stars and good stories, and we hope that more viewers </p><p>will tune in to the entertaining movies that we are adding to the </p><p>channel," said Mr Perryman. </p><p><BR><BR> </p><p>Launched in November 1996, Cinemax is now seen by about 2.5 million </p><p>paying subscribers across Asia in 13 countries. Positioned as more than </p><p>just a Hollywood blockbuster channel, Cinemax's new advertising campaign </p><p>takes on a more fun and entertaining approach to stress its distinctive </p><p>programming model. </p><p><BR><BR> </p>

by | 08/18/2000