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Sky Store 'Buy & Keep' Bringing Back Movie Consumers

8 Sep, 2016 By: Erik Gruenwedel

Sky Store’s innovative “Buy & Keep” digital transactional movie service is attracting former home entertainment consumers, Luke Bradley-Jones, director of TV and content products, told attendees Sept. 7 at BASE MESA Entertainment Summit in London.

Launched in 2014, the satellite TV operator's “Buy & Keep” platform ships by mail a DVD with every electronic sellthrough purchase.

“We are seeing strong evidence that we are bringing new and lapsed customers to ownership through “Buy & Keep,” with 27% of customers who purchased Disney’s Star Wars: The Force Awakens having not having bought or rented a movie in the last 12 months,” Bradley-Jones said.

The executive said 21% of the buyers for 20th Century Fox’s Deadpool had not bought or rented a movie in the past year.

“We need to ensure that as an industry we are each taking responsibility for keeping consumers interested and providing ease of product use and simplicity of messaging to draw new and lapsed consumers to the category,” Bradley-Jones said.

Indeed, maintaining consumer interest in an era of streaming is key going forward. The home entertainment industry in the U.K. was valued at  £2.24 billion ($2.98 billion) — a tally industry experts agree will be hard to match this year.

Keynote speaker Marcus Arthur, BBC Worldwide president for U.K., Ireland, New Zealand and global advertising, said retailers must convey to consumers the appeal of content ownership across myriad formats, including DVD, downloads and merchandise.

“We want to make ownership across all platforms as easy and appealing as possible and the [confab] is a great opportunity to share insights with colleagues in the entertainment industry to ensure we’re doing just that,” Arthur said.


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