The SciFi Channel's grand re-branding event, which will re-market the network as SyFy with the tagline of Imagine Greater, is growing closer. Today, the network released a two-minute promotional video entitled "House of Imagination" that is meant to focus on the original programing of the network. Everybody knows that SyFy channel produces great original series like Battlestar Galactica and the Stargate spinoffs, but not everyone knows about the other shows they have to offer such as Ghost Hunters, Eureka, and Destination Truth.
The film invites viewers into a house party, carnival style celebration that is populated by all of the networks original series characters. In the background "workers" can be seen carrying giant white 3-dimensional letters like "S" and "Y" and "F" around. The song "Happiness" from Goldfrapp serenades the viewer during their trip through the carnival fun house, and it ends with our tour guides walking out of a door where they are suddenly in the front yard of just another normal, plain old house.
The short film will extend to the new Syfy.com website beginning on July 7 (www.syfy.com/ImagineGreater), where visitors can become a guest at the carnival/house party and immerse themselves into the experience in an interactive and fun way, exploring rooms and discovering exclusive content throughout their adventure. The content will include games, behind-the-scenes footage, cast interviews, and downloadable wallpapers, as well as other surprises.
Said Michael Engleman, Vice President, Creative, Syfy, the key architect behind the brand film: “Coming off the most successful year in our 16-year history, we wanted to create a brand film that both celebrates the genre and also feels human, relatable, and wildly creative, highlighting the wide array of casts and character who inhabit Syfy’s ever broadening programming landscape. Through this unique creative collaboration, we’re honoring and embracing a powerful global brand with deep roots in the popular culture.”
You can watch the 'House of Imagination' video now, by following this link to the Syfy.com website.
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Bryan Jones (aka AstroJones) is a Human Resources Professional by day, and a web designer and writer by night. Bryan is a hard core television & movie fan and also writes for MovieOvermind.com, Hyper Mosaic FlashForward site, & Walter's Lab. Bryan lives in Norman, Oklahoma with his wife and three daughters. You can keep updated on all of Bryan's writings by following him on Twitter at www.twitter.com/astrojones2 or on Facebook.
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I think the rebrand is getting bad feedback from the already made Sci-Fi fans who fear their channel will be lost. Itll be like MTV and their lack of music – we want to keep Sci-Fi in SyFy. Other than that I think it is a smart rebrand and allows the channel to expand in content and internationally with viewers while not changing the name it self (still pronounce it the same). I am interested to see this on July 7! Good post.
Thanks Caitlin. I agree with you to some extent as well. Part of me understands that as a business, The SciFi Channel needs a brand name that they can market and protect the trademark for (you can't trademark the words sci-fi since its a genre) and use to expand their content internationally. And I agree with you that the name SyFy, while offering a different spelling, keeps the same phonetic pronunciation. But another part of me can't help but think…this is stupid! I try to tell myself such thoughts are counter-productive, but I still have them. Regardless, I too am excited about the change, and their short film/promo is pretty cool without a doubt.
Ican understand them having to change the name because of the tradme mark on the words "Si Fi", we all know it's Sci Fi, but since the end of Stargate Sg1, Stargate Atlantis and Batttlestar Gallactica, I have not been watching the channel.