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“Dinner & a Movie” is one of the most successful franchise brands in the TBS stable. It enjoyed many years at the top of the basic cable ratings during its run on Friday nights, positioned as the “Appetizer for Your Weekend,” with lighthearted movies and fun recipes. Due to scheduling challenges, “Dinner & a Movie” was being moved to Monday night. The challenge was to transition the fun, quirky brand over to the new time slot. TBS also needed to launch “Ripley's Believe It or Not,” a TBS program offering based on the nostalgic brand of yesteryear.
Dinner & a Movie
Brand positioning line “Put a Fork in Your Monday”
New design for maximum impact
Execution for outdoor, print and trade
Promotional media events, including regional chef cookoff contests, where meal themes were based on the movie being shown
Ripley's Believe It or Not!
Creative concept and positioning
Brand launch across multiple channels
Print and radio execution
“Dinner & a Movie” was successfully transitioned to Mondays and remains one of the top-rated programs on TBS
“Ripley's Believe It or Not!” campaign revitalized the decades-old brand for TBS viewers, resulting in a very successful launch—the program continues to thrive today
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