Orange Movie Zone is a themed ad break, where Channel 4 fills an ad-break entirely with movie trailers. It was first trialled in August last year, billed as “creating an appointment to view ad-breaks for film lovers.” The breaks begin and end with Orange idents for its Orange Wednesday’s offer.
As part of the deal, which was brokered by PHD for film studio Warner Brothers, a specially extended slot will run the entire 2 min 10 sec theatrical trailer, after the end of Hollyoaks.
The broadcaster says it is the first time that it has extended the movie-themed break to accommodate one trailer. The full theatrical trailer will also run around the 9pm junction on Film Four every night this week.
Richard Desforges, media director at PHD, says: “”The Orange Movie Zone is a great opportunity to engage cinema goers with an appointment to view ad break. Taking over and extending the whole break to showcase the stunning full length trailer of Inception perfectly reflects the stature of this release, generating awareness and buzz in the early stages of our campaign.”
Inception stars Leonardo DiCaprio, Cillian Murphy, Tom Hardy, Ellen Page and Michael Caine. The movie is released in the UK on 16 July.