The medium is the message. The existence of 'Filmnet Summer by Sony Wega Theatre' conveyed to consumers the message that Sony offered them the films and the best alternative for enjoying their home cinema, when other channels were unable to do it (TV channels in Greece during summer have very poor, low-budget programmes). The same idea has been repeated during Christmas, with Filmnet X-mas by Sony Wega Theatre (with family films).

The two Sony channels entered the everyday life of at least 500,000 film lovers (core target). The activity was low-cost, representing the 1.1% of the total media Sony budget, gaining significant no-cost publicity. In a segment in which Sony had 17% growth, the specific product achieved 160% sales increase.