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".