LoveFilm to sponsor Heroes

LoveFilm, the online entertainment company, has signed a deal with the Sci Fi channel to sponsor the second series of hit US drama Heroes. It is the online rental service’s first TV sponsorship. It will launch tonight (August 15) and will combine ten-second idents with five-second bumpers between each ad break.

The idents, which have been created by Creative Partnership, show a DVD flying through the street into a letterbox and will have the strapline, “Bringing all your movie Heroes straight to your door”. The break bumpers highlight LoveFilm’s rental service and use the endline: “Rent DVDs without the drama”.

LoveFilm head of marketing services, Chris Bird, says the company “jumped at the chance” to sponsor the seven-week series because of its “huge pool of science fiction fans”.

The company launched its UK mass-market download service to its UK subscriber base in December 2005. It includes films from major Hollywood studios such as Universal and Warner Brothers.

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