Lionsgate Launches MovieSphere Gold to Mine its Film Library

Lionsgate is expanding its streaming footprint with the launch of MovieSphere Gold, a new ad-supported movie channel designed to better monetize its vast film library. The venture, a partnership with its subsidiary Debmar-Mercury, is already live in over 30 million homes.

• The diginet gold rush: The strategy hinges on the rise of digital multicast networks, or "diginets," which have become a lucrative corner of the broadcast market. "MovieSphere Gold offers us the rare opportunity to enter into an area of television – digital broadcasting – that is growing year over year," said Debmar-Mercury co-presidents Ira Bernstein and Mort Marcus.

• Franchise bait: The channel plans to hook viewers by leaning on its biggest franchises, like The Hunger Games and The Expendables, while filling out the schedule with well-known library titles such as Dirty Dancing and Rambo. CBS Media Ventures will handle national advertising sales.

Lionsgate is pitching the service as the next step for multicast entertainment, creating a dedicated home for its deep catalog of films in the growing free, ad-supported streaming space. The launch of MovieSphere Gold is part of a broader FAST channel strategy for Lionsgate, which already operates several other free streaming channels dedicated to TV shows like The Conners and Designated Survivor.