CBS Movie Night: A Preview of ViacomCBS’ Cross-Platform Content and Streaming Strategy
May 08, 2020
CBS and CBS All Access will air selections from Paramount Pictures’ library as part of a company-wide effort to maximize the value of its portfolio.
Mission:Impossible. Titanic. Forrest Gump. These are just a few iconic films from Paramount Pictures that air on Sunday nights in May on CBS. Meanwhile, more than 100 films from Paramount’s iconic library, including Airplane!, The Godfather, First Wives Club, are available to subscribers on CBS All Access.
For audiences, the return of Sunday night movies is an opportunity for entertainment during lockdown. “This is a moment when audiences are looking for both comfort and communal viewing in their programming. These iconic films are the perfect answer,” says Kelly Kahl, president of CBS Entertainment.
The effort showcases ViacomCBS’ complementary content and distribution portfolio, and the compounded value created through cross-company collaboration. “It demonstrates the power of ViacomCBS, with these two storied divisions coming together for an event such as the CBS Sunday Night Movies,” adds Kahl. “CBS gets access to super premium content we can share with audiences in this challenging time and Paramount benefits from reminding viewers about these classic titles and even introducing them to a new generation of viewers.”
The move is also a mark of how ViacomCBS intends to leverage its content across its growing streaming ecosystem, as it announced the expansion of its CBS All Access product this summer during its quarterly earnings call on Thursday. The streaming platform’s programming will include more library and original content from ViacomCBS’ cable brands, including Comedy Central, Nickelodeon, BET, and Paramount Network.
“Expanding CBS All Access’ library of films with these iconic titles from Paramount Pictures is just one of the many ways we’re integrating the phenomenal catalog of IP available to us within the ViacomCBS family,” says Julie McNamara, EVP & head of programming for CBS All Access. “The service is on a growth trajectory with two record-breaking months in March and April, and we look forward to bringing even more premium content and value to our subscribers in the coming months.”
The Power of The Portfolio
To promote movie night, the CBS marketing team played into nostalgia by updating an original promo for CBS Movie Night from 1986, according to CBS Chief Marketing Officer, Mike Benson. He added that his team is also utilizing social media to build excitement and encourage communal viewing experiences with family and friends.
During the Sunday broadcasts, CBS is also promoting Paramount’s Sonic The Hedgehog which is available on-demand, and the library of Paramount films on CBS All Access.
“Our cross-company marketing and synergy efforts are an important way we are unlocking value in ViacomCBS,” said Josh Line, chief brand officer of ViacomCBS. “It's a big opportunity because it allows us to leverage our brand portfolio, our content, and our audience footprint to deliver impact in a strategic and creative way.”
Earlier this year, the company backed the Super Bowl—just one day after this year’s event took place. And, across the company was a unified effort to promote the Grammys for both viewers and advertisers.
For the Grammys, which was broadcast on CBS and CBS All Access, ViacomCBS cable networks aired anticillary programming including MTV Presents: A 2020 Grammy Celebration, which aired on MTV and BET. The company also united to launch the #AloneTogether PSA campaign to encourage social distancing during the COVID-19 lockdown. It aired across ViacomCBS networks, as well as fellow networks, including NBC and ABC.
With CBS Sunday Movie Night, the company creates an occasion for appointment viewing. Meanwhile, the partnership between Paramount Pictures and CBS All Access gives consumers an easy, on-demand experience to dive into a deeper repository of Paramount films. “The strategy supports both a linear and streaming viewing experience,” adds Line.
CBS aired Indiana Jones: Raider of The Lost Ark earlier this month as part of the Sunday Night Movie series. It will air Forrest Gump on Sunday, May 10 at 8 p.m. EST, Mission: Impossible on May 17 at 8 p.m. EST, Titanic on May 24 at 7 p.m., and Indiana Jones and the Last Crusade on May 31 at 8 p.m. EST. More than 100 films from Paramount’s library are available on CBS All Access, including Airplane!, The Godfather, First Wives Club, Terms of Endearment, What’s Eating Gilbert Grape, and Star Trek: First Contact.
