In an attempt to key in on its channel’s ‘breadth of cool movie offerings,’ IFC (The Independent Film Channel) has launched a stylish new on-air look and attitude (complete with new slogan: ‘Where all the cool movies go’ and ad headline: ‘Life’s too short for movies that suck.’)
Eight movies including award-winners such as Fargo, and The Usual Suspects to cult classics like Clerks and Reservoir Dogs will air uncut everyday. Adding to the lineup of movies will be enhanced programming features, which will include trivia and DVD-style bonus elements and footage.
‘We’ve already seen tremendous audience growth on this channel, which now ranks number three behind Showcase Action and Showcase Diva (among digital networks for Adults 18 to 49),’ says Walter Levitt, SVP marketing and creative services for Alliance Atlantis Communications. ‘This new positioning will better convey the channel’s unique content, enabling us to attract more viewers and continue growing our audience.’
