We have always been surprised of the role that library movies can play on many channels in many markets.
Such movies can endure repeat watching, often bringing in lighter audiences, hence extending channel reach and often remedy ageing profiles. They are however highly ‘expensive’ in terms of airtime to promote as sufficient weight to secure effective campaign reach and frequency is essential and the marketing window is limited.
It is essential to be able to robustly prioritise the movies you need to 'hero' with campaigns, maybe also including tactically exploiting sequel theatre releases, however channels with a heavy reliance on movies would also reap great rewards from an extensive navigational toolkit and, if of scale, tactical social media.
Are you being a hero or a zero when it comes to managing your movie strategy?