Now Playing: Integrated Ad Campaign for THE READER

The design of the campaign was to create a branded environment within Movie Trailers on Demand (MTOD) to showcase a 22 minute Making Of THE READER video, with national availability to all Time Warner Cable subscribers across the country including the two largest media markets, New York and Los Angles. The geography of Time Warner Cable is essential to this campaign since the goal is to engage the consumer for the theatrical release of the film, as well as industry types through the upcoming award season, with this 22 minute video. MTOD is available through the On Demand menu.

In addition to the VOD showcase, the partnership includes a media campaign in New York City enabled with active advertising, which allows customers the ability to jump from a linear television commercial for THE READER to the special video on MTOD with the click of the remote. The viewer will see an overlay during the commercial that prompts them to press the "A" button on their remote control to see the 22 minute Making Of THE READER. The Weinstein Company is the first studio to offer an exclusive Making Of video within the VOD showcase.

THE READER opens in post-WWII Germany when teenager Michael Berg becomes ill and is helped home by Hanna, a stranger twice his age. Michael recovers from scarlet fever and seeks out Hanna to thank her. The two are quickly drawn into a passionate but secretive affair.

Michael discovers that Hanna loves being read to and their physical relationship deepens. Hanna is enthralled as Michael reads to her from "The Odyssey", "Huck Finn", and "The Lady with the Little Dog." Despite their intense bond, Hanna mysteriously disappears one day and Michael is left confused and heartbroken.

Eight years later, while Michael is a law student observing the Nazi war crime trials, he is stunned to find Hanna back in his life, this time as a defendant in the courtroom. As Hanna's past is revealed, Michael uncovers a deep secret that will impact both of their lives. THE READER is a haunting story about truth and reconciliation, about how one generation comes to terms with the crimes of another.

THE READER stars Ralph Fiennes, David Kross and Kate Winslet, and is directed by Stephen Daldry (the Academy Award nominated director of THE HOURS), from a script by David Hare, and based on the award winning novel by Bernhard Schlink. Schlink's The Reader has been translated into 39 languages and was the first German novel to reach number one on The New York Times Bestseller List.

About The Weinstein Company

The Weinstein Company (TWC) was created by Bob and Harvey Weinstein, the brothers who founded Miramax Films Corporation in 1979. TWC is a multi-media company that officially launched on October 1, 2005. Dimension Films, the genre label that was founded in 1993 by Bob Weinstein, is also included under the TWC banner.

During the Weinsteins' tenure at Miramax Films the company released some of the most critically acclaimed and commercially successful independent feature films which received 249 Academy Award(R) nominations and won 60 Oscars(R), have generated billions of dollars in worldwide box office receipts and billions more in home video sales. In its history, Dimension Films has released some of the most successful franchises including "Scream," "Spy Kids" and "Scary Movie.

About Time Warner Cable Media Sales

Time Warner Cable Media Sales is the advertising sales division of Time Warner Cable. Time Warner Cable Media Sales provides marketers and agencies with innovative advertising solutions that are targeted and affordable. National advertisers can showcase their commercials on more than 30 analog, digital and on demand cable networks across the Time Warner Cable footprint. Local and regional clients can leverage hometown news and sports programming, in addition to a wealth of nationally-distributed cable networks, to reach their best prospects.

SOURCE: Time Warner Cable

Time Warner Cable Justin Venech, 212-364-8242