via press release:
USA NETWORK’S BASIC CABLE PREMIERE OF THE ACADEMY AWARD®-WINNING “SCHINDLER’S LIST”
REACHES RECORD AUDIENCE WITH OVER 3MM VIEWERS IN CHARACTERS UNITE QUARTERLY FILM SERIES
Third in Successful Film Series to Advance National Dialogue
On Promoting Tolerance and Acceptance
USA Outranks All Broadcast Networks in Key Demos In Saturday Press Prime
NEW YORK – February 28, 2013 – USA Network’s special presentation of Schindler’s List reached a record audience on Saturday, February 23 at 8/7c, garnering 3.2 million viewers, 1.2 million P25-54 and 1.1 million P18-49, and earning it the distinction as the top movie of the day in basic cable. The airing of this epic drama coincides with USA’s third Characters Unite Month, and is part of USA’s Characters Unite Quarterly Film Series, which highlights classic films addressing social injustices. Celebrating its 20th anniversary, Schindler’s List, tells an extraordinary true story of courage and faith that continues to inspire, and was presented commercial-free with a new introduction by the film’s Oscar-winning director, Steven Spielberg.
Schindler’s List is USA’s top Characters Unite movie thus far, and builds on USA’s first classic in the series, To Kill a Mockingbird (April 2012), +49% in P18-49 and +29% in P25-54 and up +16% in total viewers. It also improved on the performance of The Color Purple (November 2012) +37% in P18-49, +47% in P25-54 and +57% in total viewers. In Press Prime on Saturday night, USA was the #1 cable network among total viewers, performing ahead of all of the broadcast networks among P18-49 and P18-34. USA jumped +28% in P18-49, +30% in P25-54 and +48% in total viewers compared to the prior four week time-period average for Saturday Press Prime.
“We launched the film series to use the power of storytelling to highlight past injustices and inspire positive change for the future,” said Bonnie Hammer, Chairman, NBCUniversal Cable Entertainment Group. “The incredible response we received for all the films, especially ‘Schindler’s List,’ shows that these important stories continue to resonate, decades after their release, and effectively promote tolerance and acceptance.”
With its initial release in 1993, Schindler’s List rapidly became one of the most honored films of all time, garnering twelve Academy Award® nominations and taking home seven Oscars®, including Best Picture and Best Director for Spielberg. Adapted from the novel by Thomas Keneally, Steven Spielberg’s masterful film tells the incredible true story of the courageous Oskar Schindler (Liam Neeson). Initially a member of the Nazi party, the Catholic Schindler risks his career and life to employ and save over 1,100 Jews in his factory during the Holocaust. Schindler’s Jewish accountant (Ben Kingsley) serves as his conscience, as Schindler conducts business with a cruel Nazi commander (Ralph Fiennes). Filmed entirely in black-and-white on location in Poland, Schindler’s List does not downplay the faults of its magnanimous and unlikely hero, but relates a story of the triumph of the human spirit in the face of horrific devastation and tragedy.
Characters Unite, USA Network’s award-winning public service campaign was created to address the social injustices and cultural divides still prevalent in our society. Inspired by USA Network’s iconic “Characters Welcome” brand and with the support of leading national nonprofit organizations, the ongoing campaign is dedicated to combating prejudice, discrimination and intolerance while promoting understanding and acceptance — on-air, online and in communities around the country. For more additional information and resources, please visit http://www.charactersunite.com.