​The Turner Classic Movies cable channel wants viewers to stay engaged with its brand even when they are away from their TV sets, and it’s pursuing that goal through a series of experiential marketing initiatives.

Because TCM promises films that are “uncut and commercial-free,” it is looking to find revenue streams outside of advertisements, gradually transitioning from a linear network to a lifestyle brand that offers consumers an array of products and services. These include TCM-branded guided tours of New York movie sites, an annual Hollywood film festival, a December TCM Classic Cruise, screenings of classic films such as “Frankenstein” in theaters nationwide, and even a movie memorabilia auction in partnership with Bonhams to happen in November.

TCM unveiled a redesign of its logo and graphics on August 1, in which it emboldened the “Classic” part of its name to accentuate its role in contextualizing and curating the films it presents. It is the only basic cable channel that shows its films without commercials. Additional marketing initiatives are in the works to help keep it that way, particularly in light of TCM’s upcoming 20th anniversary. These include licensed merchandise such as jewelry, and books published with the Simon & Schuster unit of the CBS Corporation.

Read more at The New York Times.

Brief Take: With no commercials, TCM has found innovative ways to generate cash flow, which should be instructional in the age of DVR ad-skipping.

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