Astral’s Family Channel saw summer close with a blockbuster broadcast as the Canadian premiere of the highly anticipated Disney Channel Original Movie, Camp Rock 2: The Final Jam, on Friday, September 3 at 8 p.m. ET/PT, garnered an AMA of more than 1.1 million viewers 2+. The premiere of the movie, the number one broadcast for the day across all channels, also rated well with the network’s core demographic of 8-14 year olds with more than 350,000 viewers in that age group tuning in to watch Mitchie, Jason, Shane, Nate and the rest of the Camp Rockers take on rivals at Camp Star.
“The summer schedule has been full of audience-winning series, movies and specials that delivered on Family’s ‘Never a Dull Moment’ promise. The phenomenal success of Camp Rock 2: The Final Jam is a great way to cap it all off and launch the fall lineup,” said Kevin Wright, Senior Vice President, Programming, Family Channel and Playhouse Disney. “These impressive numbers speak to the talent of Disney in producing marquee programming as well as the expertise that Family has in leveraging the opportunities presented by such highly-anticipated projects to create not-to-be-missed, event programming that engages viewers across the country.”
Starring Demi Lovato, Kevin Jonas, Joe Jonas and Nick Jonas, Camp Rock 2: The Final Jam follows Mitchie, Jason, Shane, Nate and their friends when they return to Camp Rock. Hoping for another summer of music and fun, the friends soon learn that a new state-of-the-art music and performance camp, Camp Star, has opened across the lake. Luring away many of Camp Rock’s instructors and campers, Camp Star places the future of Camp Rock in jeopardy.
Throughout the summer, Family viewers got a behind-the-scenes look at the making of the movie with The Road to Camp Rock 2: The Final Jam, short glimpses of the cast and crew on set in Ontario. Music videos featuring the stars of the movie performing songs from Camp Rock 2: The Final Jam also aired on Family across the summer.
Off channel, the movie premiere was promoted through an Astral Out of Home Toronto poster campaign. Camp Rock 2: The Final Jam was also promoted as part of Family’s nationwide Bright Lights, Big Summer tour and, during the two weeks leading up to the premiere, two convoys of four Mini Coopers, each wrapped with either Demi Lovato, Nick, Joe or Kevin Jonas, made stops at malls, theatres and festivals across southern Ontario. At each stop, brand ambassadors distributed Family and movie premiums to Camp Rock fans. Both initiatives were activated in collaboration with TrojanOne.
Family Channel is a premium, commercial-free network offering the best in family television entertainment in over 6 million homes across Canada.
