Starz Rolls Out $25 Million Rebranding Campaign

ENGLEWOOD, March 31: Starz
Entertainment has unveiled a $25 million multiplatform brand and marketing
initiative that will include a new logo, the new tagline “Are You Ready?” and a
new on-air look, across all Starz channels and platforms.

The year-long campaign,
which also involves an integrated advertising effort on-air and online, is the
company's largest long-term brand investment since 2002. The new identity runs
across the six Starz standard-definition and the four HD channels.

The new logo and tag line
will roll out in the on-air image, cross channel spots, trade marketing,
national broadcast, cable television and online campaigns. Starz' new logo will
debut on-air in image spots this Wednesday, April 2. A series of five 30-second
television spots will launch on Monday, April 7, on syndicated entertainment
programming, network late-night programming and on various cable networks,
followed by an online campaign that will premiere Monday, April 14, with
various sponsorships on each site.

The new brand and logo
will be employed by all Starz companies, including Starz Media and its
subsidiaries Starz Animation and Starz Productions. It will also be used to
identify Anchor Bay Entertainment, Manga Entertainment, Film Roman and Overture
Films as Starz companies.

The "Are You
Ready?" brand campaign concept was designed to create anticipation for the
“magic” that happens when a viewer turns on Starz to experience the channels'
content, which includes original programming, a robust selection of first-run
movies, and premium movies on the Starz channels and platforms. These platforms
include Starz On Demand, Starz HD On Demand and Starz Play. The national
broadcast and online campaign was developed by kirshenbaum bond + partners.
Troika Design Group developed the company's new on air look. Darwin, in
partnership with Design & Image Communications, created the new brand
identity and logo.

"The new brand
campaign is the culmination of an evolving process for Starz," said Nancy
McGee, the senior VP of marketing for Starz Entertainment. "Clearly we are
not the company we were 18 months ago. We've invested in new and exciting ways
to entertain and engage our audiences, from the production of our new original
series to first-run theatrical movies from Overture Films. We are the ultimate
source for a commercial-free premium movie experience. This long-term brand
investment was a natural next step and signifies our strong commitment to
deliver the best entertainment experiences for our customers."

McGee continued: "The
use of a common Starz logo for all our companies emphasizes that we are a fully
integrated media company able to produce all types of programming for
distribution across all platforms worldwide. We look forward to continuing the
integration of our consumer marketing as appropriate to drive home the message
that the Starz name means high quality entertainment no matter where the
consumer finds it."

—By Irene Lew