TURNER CLASSIC Movies

The Challenge

Expanding the Fan Experience: Since 1994, TCM has aired films uncut and commercial-free, combining film history with entertainment. By 2008, however, TCM’s cable-based revenue had plateaued, and on-demand viewing was rising. TCM needed to diversify revenue streams and meet growing consumer demand while staying true to its mission. Fans were more engaged than ever, eager to experience the brand beyond the screen. TCM sought to harness this enthusiasm to extend the brand into new categories and create a lifestyle experience.

WHAT DID IT TAKE?

Brand Extensions & Ideation: Inspired by brands like Harley-Davidson, we focused on deepening fan engagement through experiences like film festivals, branded merchandise, and travel. We explored cross-platform ventures like a TCM film school and licensed products, all aimed at monetizing fan loyalty while expanding reach.

Disciplined Innovation Process: We used frameworks from IDEO and Innosight to prioritize ideas based on revenue potential and alignment with TCM’s mission. This structured approach helped us minimize risks and launch brand-aligned ventures.

Strategic Launches: Over three years, we rolled out ventures like the TCM Classic Cruise, Vault Collection, and branded merchandise. These efforts expanded TCM’s footprint while reinforcing its identity.

This work was guided by design thinking principles and a systematic approach that included:

How Did We Do It? 

Results

Over three years, the innovation efforts yielded significant outcomes:

• $10 million in new revenue (8% of TCM’s total revenue)

• Expanded margin through incremental revenue streams

• Cultivated a living pipeline of ideas for ongoing growth

TCM’s approach to turning fan passion into profit became a model for other entertainment brands seeking to innovate in a rapidly evolving market.

Key Innovations

• TCM Classic Film Festival - A signature event that became an annual tradition, bringing together fans and industry insiders to celebrate classic cinema.

• TCM Vault Collection - A direct-to-consumer DVD and MOD service that engaged hardcore film lovers with curated collections from TCM’s extensive library.

• TCM Classic Cruise - An immersive fan experience at sea featuring screenings, discussions, and appearances by industry experts and TCM hosts.

• Bonhams TCM Auction - An exclusive auction of classic movie memorabilia.

• Fathom Events Film Screenings - Special classic film screenings in theaters across the U.S.

• Publishing and Merchandising - TCM-themed books, trivia, and branded merchandise further cemented TCM’s connection with its audience.

Additionally, TCM launched the FilmStruck streaming service, catering to cinephiles with rare, classic, foreign, and independent films, further extending the brand's reach into the digital age.

Where are they Now?

Despite going through two media mergers, staff cuts, and industry challenges, TCM remains cherished by fans and filmmakers alike, including iconic directors like Steven Spielberg, Paul Thomas Anderson, and Martin Scorsese. The brand continues to be a beloved cultural institution, praised for its commitment to classic film and its unique connection with its fan community. To learn more about TCM today, take a look at this in-depth article from Entertainment Weekly.

This project showcases how a disciplined, innovation-driven approach can unlock new revenue streams while maintaining brand integrity.

Lessons Learned

1. Commitment to Process: A structured approach to innovation ensured that each venture aligned with the brand’s mission and delivered measurable results.

2. Aspiration Matters: Setting ambitious revenue targets drove the team to explore bold, creative ideas that pushed the brand's boundaries.

3. Risk-Taking with Small Bets: Launching smaller, low-cost prototypes allowed TCM to learn quickly and pivot as needed, ensuring only the most viable ideas moved forward.

Learn more about the TCM at www.tcm.com