ECOMMERCE
A massive online film marketplace with large aspirations
I started and grew TCM's commerce business from zero to a $10M annual revenue business in about 5 years essentially targeting the untapped millions of viewers who weren’t finding a one-stop shop to buy classic movie merchandise, especially the movies they loved and wanted to own. The challenge had always been how to grow it. Once the core shopping experience was established around a deep DVD library (and profitable), my team and I worked on dozens of expansions. Some were exceptionally ambitious, like building an online vintage marketplace that would sell one-of-kind movie memorabilia. Others were simple, like branded merchandise. THE VAULT COLLECTION was a unique and successful path, establishing a competitor in the marketplace with home video releases from the major studios.
Storefronts and Contextual Placements
CATALOG AND MERCHANDISE
The pursuit of a new lifestyle brand
TCM's eCommerce plans were nothing short of ambitious. There was excellent data to support that a lifestyle brand built upon TCM's national legacy as the premiere brand associated with the classic era of Hollywood could expand into new retail markets. We started with a DVD Merchandise catalog that we sold nearly 100k in a single year. The plan was to then expand into numerous lifestyle goods, some at retail with partners, but most available online through the highly successful and visited TCM SHOP.
VAULT COLLECTION
Staying true to the mission of preserving and curating the wide expanse of American film, and treating some overlooked films with care and beauty.
I created the TCM VAULT COLLECTION to surface neglected film titles hidden in major studio vaults and highlight them in a special way. These editions contained exceptional design, bonus features, and often newly remastered film prints. The reality remains today that there are hundreds of deserving titles in various libraries ripe for discovery and in need to find an audience, but little financial means or vision to bring these titles to market, sadly even in streaming. The original home video line was the genesis of several ideas that would find their way into FILMSTRUCK. It was a highly profitable series for the studios and TCM, surfacing over 100 titles and generating 100s of thousands of units sold.
Other Conceptual Work
Special Thanks: Taryn Coleman and the fine people at Movies Unlimited.