To provide family-friendly entertainment during the Coronavirus pandemic, Target is sponsoring a weekly movie night on Disney’s network channels, including ESPN, Freeform, and FX, between April 10 and May 1. The movie line-up includes some family favorites, such as Charlie and the Chocolate Factory, Back to the Future, Iron Man 2, and Jumanji: Welcome to the Jungle. There will be limited commercial breaks during the Friday night movies, showing homemade spots of network stars encouraging togetherness while people are homebound. ESPN personalities Louis Riddick and Mike Golic will also be hosting commercial-break trivia to further entertain viewers.
Family audiences are looking for entertaining ways to pass the time together while in lockdown. Target’s sponsorship of the movie series could help the brand stay top of mind with consumers, and continue to raise its engagement rates, according to a Gartner report on the topic. Finding creative ways to generate new content is one of the toughest production challenges broadcast networks are facing during the pandemic. By showing popular movies with limited commercial interruptions, Disney could entice its loyal fanbase while also providing relevant messaging about the Coronavirus pandemic.
Disney’s movies could prove a welcome distraction for families looking to stay entertained while spending time together during the pandemic. The initiative could even turn the movie series into a regular tradition after the pandemic.