Channel 4 and Orange have come up with a clever piece of ad innovation to promote Orange Wednesdays: an ad break entirely filled with movie trailers.

The Orange Movie Zone will be broadcast every Tuesday on Channel 4 and E4, and slightly later on Film4, to remind viewers that the following day is indeed “Orange Wednesday”, their weekly offer of two-for-one cinema tickets for all Orange customers.

The break begins with Orange 2 for 1 idents followed by up to four movie trailers, separated by two second Orange interstitials. The closing ident is a call to action: “Two for one cinema tickets on any film, tomorrow: text FIM to 241”.

The trailers feature some of the biggest and most keenly anticipated cinema releases, including The Time Traveler’s Wife, GI Joe, Orphan and A Perfect Getaway. The break and all the good stuff in it has the feeling of an entertaining, informative and of course, timely gift about it with the brand really putting on a show for the viewer.

The ad break will be broadcast every Tuesday night throughout the campaign on Channel 4 and E4 around, leading into shows like Hollyoaks and also on Film4 before the 9pm film.

The break will also be seen on Tuesdays as a pre-roll on 4oD, Channel 4’s video-on-demand service.

"We wanted to do something completely different and create a destination break that would become a genuine ‘appointment to view'."
Peter Clark, strategic sales group manager of Channel 4.

The deal was put together by Peter Clark and David Amodio at Channel 4 strategic sales and Ian Stevens, account director at Mediaedge:cia. 
Congratulations to everyone involved.