Sky Movies unveils its revamp

Sky Movies has unveiled its new look ahead of a relaunch of the BSkyB film service. The on-air identity has been created by agency Dunning Eley Jones (DEJ).

The outfit was appointed to the project in October 2006 following a four-way pitch against undisclosed agencies.

The new identity will go live on air on April 4.

The 12 channels are currently called Sky Movies 1 to 10 and Sky Cinema 1 and 2. They are being reorganised into genres including comedy, action and thriller, family and indie as well as two high definition channels. The channels will also be split into two separate subscription packages along genre lines for the first time.

The channel idents and promo packaging feature multiple projector beams, choreographed to reflect the relevant movie genre. They also encompass a "unique" onscreen device – a logotype that scrolls between genres to communicate the depth of Sky’s film content.

The new look aimsto create a "cinematic" effect that highlights the individual dramas but maintains a single Sky Movies brand. Sky Movies is also available on Sky’s Anytime PC service. All Sky Digital customers who subscribe to the full movies package can download films free.

Sophie Turner Laing, the deputy managing director of Sky Networks, said the changes would enable viewers to enjoy "even greater control over the films they want to watch".

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here