Studios, cable companies team for VOD promo

NEW YORK (Hollywood Reporter) - A slew of Hollywood studios and cable companies are teaming up for a $30 million advertising campaign to promote movies available on cable VOD.

The Movies on Demand initiative comes as on-demand film rentals have hit new highs, and as studios look to capitalize on their high margins amid a more mature DVD market.

The TV, print and online ad campaign runs under the theme "The Video Store Just Moved In" and highlights how easy it is for digital cable subscribers to view movies at home with a simple click of their remote.

Over the next 12 weeks, the ad blitz will feature new titles available on VOD, including some offered day-and-date with DVD releases, such as "The Blind Side" and "Fantastic Mr. Fox."

The studio partners include Warner Bros., 20th Century Fox, Sony Pictures, Universal Pictures, Focus Features, Rogue Pictures, Lionsgate and Summit Entertainment.

The cable partners include Comcast, Time Warner Cable, Cox, Cablevision's digital service iO TV, Insight, Armstrong, Bend Broadband and Bright House Networks.