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By Shirley Brady
"IFC Fridays," the new programming block from the Independent Film Channel, kicks off this month with a savvier focus for operators looking to attract men 25 to 45. The network can partner with MSOs on several of the shows in this block, which are hypertargeted to viewers 18 to 34-the true film fanatics.
The Friday block-being marketed as TGIFC-officially starts this week (April 9) with Dinner for Five moving to 10 p.m., a time slot IFC research identified as ideal for the target demo's viewing habits. Despite going mainstream by directing Elf, host Jon Favreau's as inside-Hollywood and irreverent as ever, with his guests this season including Tracey Ullman, Alec Baldwin and Carrie Fisher.
Operators can take advantage of a grassroots marketing effort for the Friday night block that puts actors in storefronts in various markets. Non-ad-supported IFC also is buying local cable spots in all its markets and offering systems video clips from Dinner to drive broadband subscriptions (the clips are downloadable on its affiliate extranet website) and promote the new programming.
SVP of marketing Evan Shapiro is most excited about a local initiative that brings Ultimate Film Fanatic directly to affiliates. The eight-episode game show aims to be American Idol for movie geeks and premieres in July.
A nationwide local tour to push Ultimate Film Fanatic kicked off April 2 in Madison, Wis., in partnership with Charter. Series host Chris Gore, editor of Film Threat magazine, was on hand to preside over a version of the on-air competition, which was timed to coincide with the Wisconsin Film Festival. (Charter was also the festival's media sponsor; IFC was its community sponsor.)
The Madison community got a sneak peek at the new show as movie buffs competed for passes to movies and prizes from Charter, including a year of high-speed Internet service and a six-month package of digital cable.
"We're delighted to host this unique opportunity to show our support," said Don Stephan, VP of operations for Charter's Madison system.
As IFC plans to increase investment in original programming this year, a host of series running at 10:30 p.m. on Fridays will be available for promotion by operators. First up is a six-part gritty reality vehicle, Rocked With Gina Gershon, which shadows the Chrissie Hynde-soundalike actress/musician and her band on the road.
In September, the 10:30 p.m. slot chronicles Spielberg wannabes in Film School, a 10-part reality show about New York University film students from filmmaker Nanette Burstein, who also produced the very clever The Kid Stays in the Picture, about notorious producer Robert Evans.
Friday nights will be book-ended with movies. At 8 p.m. films such as Ghost World will run. Edgier fare (film noir, crime, thrillers) begins at 11 p.m. in the late-night strand dubbed "Pulp Indies."
The network also is rolling out three original documentaries this year: In Search of Ted Demme, a tribute to the late director with Johnny Depp, Cameron Diaz, Ben Stiller and other actors; Slasher, a doc from director John Landis about a Memphis car salesman's attempt to sell an entire lot of cars; and Z Channel, a look back at the short-lived movie-based local cable pay service that made Los Angeles the envy of film lovers nationwide in the '70s.
Affiliates interested in finding out how they can tap into IFC's new shows should contact Evan Shapiro at .
Are you offering a creative way to link your upcoming programming with local affiliates? Send details and screening tapes to Shirley Brady (), 110 William Street, , New York, NY 10038.
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