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AMC LAUNCHES ALL-ONLINE CONSUMER MARKETING CAMPAIGN TO SUPPORT PREMIERE OF ORIGINAL SERIES, “FILMFAKERS”

Heavy.com To Push “FilmFakers” To 65 Million Through Its Viral Network

JERICHO, NY, October 26, 2004— AMC announced today that it will implement the first ever all-online consumer marketing campaign to support the launch of the network’s new original series, FilmFakers, premiering on Wednesday, October 27 at 10 PM ET/PT. The campaign debuted on October 20 and runs through December and was co-developed by Heavy, a leading online marketing and branding company, in conjunction with EarthQuake Media, an integrated media solutions company.

“In many ways, this aggressive campaign is revolutionary for a cable network and is an important strategic symbol on how we plan to showcase our growing original programming slate,” stated Cathy Goldman, Director of Advertising, AMC. “We chose to design a viral and online campaign for FilmFakers because the medium taps into the target audience of the series and, by using content as marketing, allows viewers to sample the show in a way they would not be able to through print ads or radio spots. There is great potential in the kind of outreach we are doing and we are pleased to work with a group such as Heavy to develop and maximize this campaign.”

“Even in a full-on TV marketing campaign, reaching all the 86 million AMC eyeballs is virtually impossible and prohibitively expensive,” said Simon Assaad, Co-CEO of Heavy. “Working with AMC’s marketing team, Heavy is able to creatively showcase high-concept broadcast properties such as FilmFakers by distilling long-form programs to 90-second entertaining shorts. These spots have a track record of both engaging recipients—as evidenced by a high rate of pass-around and buzz—and driving TV tune-in.”

The 90-second viral shorts are seeded on Heavy.com and its affiliated sites. In addition, each FilmFakers episode will be streamed in its entirety on Yahoo.com three days prior to its AMC premiere. In addition, 90-second episodic trailers of upcoming FilmFakers episodes will be running on Yahoo.com, TheOnion.com and ComedyCentral.com, giving viewers the chance to sample new episodes of the series. AMC has also created its own FilmFakers.com website, where each episode will live after its on-air premiere. The site will feature episodic stills, trailers and special “movie” trailers created to support the series’ premise of faking, not making, a movie. AMC’s movie-centric website, amctv.com, will link users to FilmFakers.com and also feature information about the original series.

FilmFakers is AMC’s newest original series that fakes the making of a movie. In each one-hour episode of FilmFakers three aspiring actors are cast in their first-ever film role. Each “movie” is a low-budget genre film, ranging from sci-fi to western to musicals. What the ingénues don’t realize is that the “cast and crew” are all improvisational actors out to create elaborate and bizarre situations that test the mettle of the new actors. Real celebrities join the ensemble cast of filmfakers in accomplishing the hoax, including TV veteran Erik Estrada, supermodel Rachel Hunter and American Idol’s Justin Guarini.

About AMC
AMC, a division of Rainbow Media’s Entertainment Services, which also includes WE: Women’s Entertainment and IFC Companies, is a 24-hour, movie-based network, dedicated to the American movie fan. The network, which reaches over 86,000,000 homes, offers a comprehensive library of popular movies and a critically-acclaimed slate of original programming that is a diverse, movie-based mix of original series, documentaries and specials. Over the past three years AMC has garnered many of the industry’s highest honors, including eight Emmy awards. AMC is “TV for movie people.”

About Heavy
Founded in 1998 and based in New York City, Heavy helps clients solve their business problems through the creation of very distinct and memorable brand experiences. Heavy’s goal is to create marketing platforms that generate revenue and brand awareness for clients. Through humor, entertainment and a point of view, Heavy’s marketing work defines our clients as category leaders that are loved by consumers. Heavy’s clients include Fuse, AOL, Finish Line, American Eagle Outfitters and LIFE Magazine.

About EarthQuake Media
EarthQuake Media (www.EarthQuakeMedia.com) is an integrated media solutions company. Since its inception in 1999, its accomplishments have included major multimedia advertising campaigns using traditional assets and translating them to the web, in addition to integrated TV, radio, print and internet marketing campaigns. By incorporating multiple forms of media, EarthQuake provides its clients with the opportunity to speak directly to individuals by not only reaching and talking to consumers as a mass market, but also engaging them one-on-one, into interactive participation.