Turner Classic Movies has always been more than just a television channel. For millions of devoted fans, it’s a trusted curator of cinematic history, a warm companion, and a symbol of timeless storytelling. But even the most beloved brands must evolve. TCM faced a challenge familiar to many established brands: they had an incredibly loyal audience, but most of that passion existed passively. The opportunity was clear. How could TCM turn deep emotional connection into active engagement and sustainable business growth, without compromising the soul of the brand?
That’s when they partnered with Cult Branding.
When we began working with the TCM team, our first focus was understanding the fans. Not just their viewing habits, but their identity, their rituals, and their emotional bond with classic films. We traveled across the country, interviewing viewers, listening to their stories, and uncovering the deeper human needs that TCM fulfilled. For many, TCM wasn’t just entertainment. It was a lifeline to the past, a connection to loved ones, and a way to feel part of something bigger. These insights became the foundation for everything that followed.
With a richer understanding of their Brand Lovers, we began translating that knowledge into action. Together, we mapped out opportunities to bring the TCM experience to life in new, meaningful ways. This wasn’t about merchandising or gimmicks. It was about creating experiences and products that deepened the relationship fans already had with the brand.
One of the first ideas to take flight was the TCM Classic Film Festival. Far more than a series of screenings, the festival became a pilgrimage for classic movie lovers—a place where they could celebrate their passion in person, surrounded by others who felt the same. It wasn’t long before the TCM Classic Cruise set sail, offering another immersive fan experience that extended the brand beyond the screen. We also supported the creation of a robust book publishing partnership with Running Press, resulting in over 40 titles that gave fans tangible, collectible extensions of the TCM universe.
The initiatives didn’t stop there. A national screening series in partnership with Fathom Events brought classic films to movie theaters across the country. A TCM Wine Club added a layer of lifestyle branding to the mix. Even auctions of entertainment memorabilia found a natural place in the TCM brand world. Each new venture was rooted in the emotional insights uncovered in our work together, ensuring they felt authentic, valuable, and on-mission.
Genevieve McGillicuddy, Vice President of Enterprises and Strategic Partnerships at TCM, described it best when she reflected on our collaboration:
“The ideas we worked on with you and your team took off like a rocket ship once we launched the festival. I got to grow a team of 7 people who did the following: produce the annual TCM Festival, produce an annual TCM Classic Cruise, produce a publishing partnership of film books with Running Press, launch a fan club, build a profitable national screening series, launch the TCM Wine Club, and partner with auction houses to present auctions of entertainment memorabilia. I am so glad to tell you this and what came of the seeds of that work with you so many years ago. Thank you!”
This case shows what’s possible when a brand takes the time to listen to its audience, understand their emotional world, and co-create experiences that align with their values. TCM didn’t change who they were. They extended what made them great into new formats and platforms. The result was not only a more vibrant brand but a more profitable one.
For executives navigating how to grow in mature markets, the TCM story offers an important lesson. Sustainable growth often lies not in chasing new audiences, but in deepening the relationship with the audience you already have. The secret is knowing how to turn fan passion into purpose, and purpose into action.
If your brand has untapped emotional equity and you’re ready to turn love into loyalty and loyalty into growth, let’s talk.