CTAM’s on-demand program promotion seminar should hearten cable. Companies said they might relax windows for on-demand content. Rainbow is premiering its 1st day-and-date theatrical and on demand releases from sister IFC Films in Jan. "We think it’s going to be appealing to consumers and won’t hurt the box office," Rainbow CEO Josh Sapan said. Rainbow plans to price VOD films at $4.95 or $5.95/month. It’s also looking at an SVOD model giving unlimited monthly access to 2 or 3 IFC films for $6-$7/month. Even heavyweight Warner Home Video is seeing the light-sort of. It’s not considering shortening its on-demand windows, but will package content exclusively for on demand. "It’s about investing in this category," said Michele Edelman, vp, on-demand marketing. — Cross Promotion: A bevy of cable execs insisted that creative marketing and cross-promotion boosts on-demand usage. When Court TV sneak peeked its doc on serial killer Aileen Wuornos 5 days before the on-demand premiere of "Monster," it saw a 25% lift in Time Warner Cable systems that cross-promoted it. — CableWORLD’s Mavis Scanlon

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