Blockbuster Australia
Blockbuster success
In just two years, Edge has galvanised Blockbuster Australia's monthly magazine Interaction with well-informed, detail-rich content expertly tailored to the brand's core demographic. The new-look Interaction (now with pocket-sized offspring such as Play) is a hit with customers, driving store traffic and boosting brand loyalty.
Interaction is the monthly customer magazine of Blockbuster Australia, offering features and reviews of the latest movies, TV series and games available to rent or buy in the 285 Blockbuster stores located nationwide. Produced by Edge since December 2009, Interaction aims to stimulate customer interest in current and upcoming product releases via well-researched, creative content – written by many of Australia's top film journalists – and innovative design.
As well as driving store traffic, Interaction’s other main objectives are to help Blockbuster Australia move away from its American brand perception; reconnect with its national customer base by repositioning itself as a warm, family-friendly business; and showcase the passion it has for the product.
Blockbuster Australia re-launched its website in July 2010 so Edge took the opportunity to redesign the magazine. This ensured that the print and online publications were consistent and fully integrated, and saw a number of new content areas (such as user comments and a technology section) introduced alongside the existing favourites.
Highlighting Edge’s positive impact, Interaction was highly commended within the category of Relaunch of the Year at the 2010 Publishers Australia Excellence Awards.
In addition, Edge has also published Play, a new 16-page magazine in A5 format for Blockbuster Australia. Play is designed to drive interest in the BBKids category, drive store traffic and create an emotive connection with the champions of the BBKids sub-brand, the BB Bees, by building on the personality and tastes of each different bee.
This client by numbers
81.4% – the percentage of franchisees who state that the focus on movies in Interaction is good or excellent
84.6% – the percentage of franchisees who state that Interaction is something their customers like
10 – the average number of top Australian film journalists involved in reviewing films, TV series and games for Interaction per month
32 – the number of pages published per month
You can say that again
“Edge has helped Blockbuster enhance our monthly magazine, particularly in creating a much easier to read and visually appealing design. The team at Edge is passionate about what it does and is always coming to us with new ideas for articles, sections and designs. Working to very tight turnaround times each month, the team has always delivered a high-quality publication that aligns with our core target market and brand positioning.”
Tania Francis, Senior Marketing Executive, Blockbuster Australia
Star performance
Senior Sub Editor Helen Eva has been ensuring the accuracy of Interaction each month since late 2009. With hundreds of little details to check from actors’ names to certifications, Helen’s eagle eye is essential. With more than 35 years in publishing, Helen brings a standard of sub-editing all too seldom seen in publishing today.