PRO Cinema
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| Pro Cinema | |
|---|---|
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| Launched | April 19, 2004 |
| Network | Media PRO |
| Owned by | Central European Media Enterprises |
| Slogan | "Te prinde!" ("It catches you!") |
| Country |  Romania |
| Headquarters | Bucharest |
| Sister channel(s) | Pro TV, Sport.ro, Acasa, others |
| Website | www.procinema.ro |
| Availability | |
| Satellite | |
| Dolce | Channel 110 |
| Cable | |
| UPC Romania | Channel 91 (digital) |
| RCS&RDS | Channel 36 |
PRO Cinema is a Romanian movie channel that is owned by Central European Media Enterprises and launched on April 19th 2004.
The first day of broadcasting, PRO CINEMA made a commitment to its audience who felt the need of a special and exclusive TV channel, included in the basic package of the cable companies. That TV channel that will transform their homes into cinemas, with the most eclectic program: TV series, Romanian movies, top-rated movies, art movies, blockbusters, box-office evergreens. A relaxing and intimate space to be found in every viewer’s home the moment they choose to watch their favorite program. Thus appeared the first channel’s slogan - „A new episode in your life”, and a new television concept - “TV cinema”.
The strategic programming and effective cross-promotion that followed have contributed to audience loyalty and growth. In 2005, the “It simply gets you” slogan was supported by an extensive marketing campaign whose main objectives were to increase the “reach” indicator and to generate the idea that watching PRO CINEMA allows one to forget oneself. PRO CINEMA believes that its audience is special and sets the TV channel apart from its competition. From the very beginning PRO CINEMA has invested in research in order to understand its viewers and adapt to the changing media environment. The latest opinion poll points out that the audience consider PRO CINEMA to be a friend, full of energy, youth and playfulness. Viewers feel that PRO CINEMA is different from its competitors in terms of watching experience, which is more personalized, full of value and significance; this channel is not for everybody.
Although the station’s main target consists of people aged 18-49 living in urban areas, PRO CINEMA best connects with young film lovers aged 15-35, who are well educated and trendy, heads of urban households who are looking for relaxation and good quality, but light movies. They enjoy successful carriers and get home late. This is the reason why, every evening at 10 o’clock, when the competitors‘ movies are ending, dramas and thrillers can be watched only on PRO CINEMA. Moreover, every Friday at the same time, the famous journalist Cristian Tudor Popescu hosts the show “CineTePrinde”. For almost fifteen minutes, he comments on that night’s movie, always stirring controversy with his original approaches to production themes.
The viewers’ demand for a personalized content is the origin of the Saturday evening Romanian movie. The movies we broadcast are mainly created by great Romanian directors and are highly appreciated by Theatre and Film students who must watch and study them in the Academy.
Hits like The Sopranos, Alias, Friends, Monk, and Shield have built up PRO CINEMA’s good reputation, while the mix of blockbusters, comedies, dramas and psychological Hollywood movies made viewers eager to tune in on PRO CINEMA. This mix is a result of getting to know our audience better and better in terms of habits, needs and values. Saturday Night Live - the show that has “reinvented entertainment”, and “Lumea PRO CINEMA” are two shows most compatible with the profile of the PRO CINEMA viewer. The portraits and fantastic life of singers and movie stars, and the most recent movie and DVD releases receive wonderful feedback from the PRO CINEMA audience.
[edit] History
- 19 April 2004- PRO CINEMA launches with a complete advertising package from the very first day. To start with, the new channels only broadcasts series, and films and documentaries on weekends. Ever since the debut, programs range from sparkling or dark comedies to dramas, science fiction, psychological thrillers, and satires as well as experimental, classic and art films that could not be previously watched on any other Romanian channel.
Until the end of 2004, PRO Cinema focuses on specific campaigns associated to the “Pro Cinema, a new episode in your life” slogan; these campaigns mainly promote series such as ‘The Sopranos” and “Monk”.
The communication strategy was different for Pro Cinema in comparison to the other tv channels on the Romanian market: the channel aired non-aggressive trailer-type of promos focused on, actors, directors and awards instead of film or series content.
From the beginnings of PRO CINEMA Sunday afternoons have been a time dedicated to Hollywood celebrities; this time slot is therefore assigned to documentaries featuring Hollywood stars.
- December 2004: Pro Cinema launches the ‘Help Yourself to PRO CINEMA’ campaign; the ‘PRO CINEMA Spices Up Your Life’ slogan brings forward the new programs: ‘daily double helping of films’, different series for different days of the week and ‘premium’ series on the weekend.
-February 2005: Pro Cinema launches the ‘Get Pro Cinema’ which aims to reconcile the Pro Cinema image with the commercial offer ( communicating the fact that Pro Cinema is going to have more action, more blockbusters, popular actors, etc)
The 22 o’clock film is introduced in the schedule; this is the time slot with the most significant increase – 100% gain in audience in 2005. the entire communication campaign revolves around this slot.
The 20 o’clock Romanian film makes its way into the schedule and gradually becomes a Pro Cinema tradition.
- April 2005 – one year of PRO CINEMA The channel’s viewers are in for 2 cinematographic surprises: the “Pistruiatul” series (“Pistruiatul 1 - Evadatul”, “Pistruiatul 2 - Ascunzişuri” and “Pistruiatul 3 - Insurecţia”) and the Godfather Trilogy.
- July 2005, Pro Cinema launches the ‘Pro Cinema Gets You’ campaign
- October 2005 – relaunch of the Pro Cinema website www.procinema.ro – after an appearance and content makeover.
- November 2005. Pro Cinema viewers can watch the ‘A Small Step for You, A Giant Leap for Children’ Halloween Charity Ball organized by the Ovidiu Rom Foundation (Leslie Hawk) at Palatul Parlamentului. The whole week before the event viewers were able to watch films starring Ethan Hawke.
- December 2005 – controversial columnist Cristian Tudor Popescu becomes the host of cinema show “CineTePrinde”, aired every Friday at 22.00.
In 2006 the “PRO CINEMA Gets You” slogan has been sustained by a series of promotional clips targeting various segments of the public. PRO CINEMA raised its bid, suggesting the idea that the channel’s programs ‘get to you so much that you forget yourself’.
