Brand Response appointed to manage advertising initiatives in the film and entertainment sectors

LONDON, 20 October 2005:, the direct to consumer brand of Video Island, Europe’s leading online DVD rental service has hired Brand Response Ltd to look at new advertising initiatives and generate advertising revenue across its website and through its various customer communications including emails, newsletters and DVD mailings., with its online customer base, will begin to offer its members value added products and services from third parties, which are relevant and targeted to member preferences. With over 9 million DVD ratings and customer reviews holds a mountain of valuable preference data in the entertainment sector and already sends out over 1 million emails per month with DVD recommendations targeted to appeal to customers based on a database of preferences and rating information. In addition, around 1 million envelopes get sent out each month, direct to consumers’ homes.

Brand Response will target advertisers in the film and entertainment sector, creating a synergy between the website, users and advertisers.

Alex Chesterman, CCO of Video Island,’s parent company, says: “We see many opportunities for advertising initiatives on the website and also offline. We have a solid customer base and we are keen to ensure that we enhance the experience of our members and provide them with what they require from third parties. We are pleased to be working with Brand Response to realise the potential and look forward to a long and successful partnership.”

Toby Bax, Managing Director of Brand Response said: “ is both a fantastic service and innovative business. Without doubt it represents the future of DVD rental. We are delighted to be working and helping them at this time, in developing advertising potential and enhancing the user experience. has an exceptionally captivated audience of entertainment enthusiasts with valuable data and information.”


About, is the direct to consumer brand of Video Island, Europe’s largest online DVD rental company. Launched in September 2003, delivers unlimited online DVD rental subscription services and has partnered with the UK's leading brands including large UK retailers Boots, Comet, Virgin Megastore, Dixons and Currys; media partners such as Sunday Times, Express Newspapers and Time Out; and technology partners like Real Networks, iFilm and Microsoft.

For a flat monthly fee starting at £9.99, allows subscribers to rent as many DVDs as they want. Subscribers keep a revolving library of DVDs that they can exchange as often as they wish. In addition to offering Europe's largest DVD selection of over 37,500 unique titles, offers the latest releases from the day that they come out for DVD rental, which means that someone looking for the latest box office hits is as well catered for as someone looking for a specialist arthouse film. The service has been awarded numerous 5 star ratings including the highest rated service from Computing Which? Magazine in January 2005. In fact 94% of subscribers have recommended the service to friends and collectively contributed over 9 million DVD ratings and customer reviews.

Video Island, operator of, is a company revolutionising the home entertainment market. Video Island delivers unlimited DVD subscription services to a mass-market, through both its brand, and by operating fully integrated DVD subscription services for some of the UK’s largest national brands such as Tesco, ITV, MSN (MSFT) and easyGroup.

Video Island recently merged with Brafilm the number one online DVD subscription provider in both Sweden and Norway, to become Europe's largest online DVD rental provider. Brafilm operates out of Gothenburg and has strong partnership with TV2 in Sweden and TV4 in Norway.

Video Island has raised over £15 million in venture capital and is backed by global venture capital firms Benchmark Capital, Index Ventures, Cazenove Private Equity and European Venture Partners. / / / / /

For more information please contact: Louise Ballard or Jo Cross at Ballard Associates on 020 7062 1190.

About Brand Response Ltd

Brand Response Ltd was founded at the beginning of 2004 and was set up to help clients generate revenue from their own media propositions. These options include online, email, outdoor, inserts and traditional direct marketing. The company works closely with clients to maximise the revenue they can obtain, but also makes sure that the clients’ main business is unaffected.

Brand Response is staffed by media professionals who have extensive experience within the media world and who have worked across many media areas including online, TV, email, direct marketing and press.

For more information on how Brand Response can help you please contact: Toby Bax, Managing Director Brand Response Ltd on 0208 692 2089

Published on: 12:00AM on 20th October 2005