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Sony Pix to spend 25 % of its marketing budget to promote 'The Amazing Spider-Man 2'
The channel is promoting the fifth movie from the Spider-Man series as 'Spider-Man's biggest battle ever'. The movie premieres on March 1 at 1 PM and 9 PM.
Sony Pix, the English movie channel from Multi Screen Media, is spending huge monies to promote the premiere of the Hollywood blockbuster 'The Amazing Spider-Man 2'.
In the second installment of 'The Amazing Spider-Man', viewers can witness the struggle between the ordinary obligations of Peter Parker and the extraordinary responsibilities of Spider-Man, portrayed by actor Andrew Garfield, as he fights notorious villains like Rhino and Electro. 'The Amazing Spider-Man 2' is premiering on Sony Pix and Sony Pix HD on March 1, at 1 PM and 9 PM.
According to Saurabh Yagnik, EVP and business head, Sony Pix and AXN, the channel is quite positive that the sequel will thrill and excite the viewers.
This is the fifth movie in the Spider-Man series and the marketing campaign is built around the premise that this is Spider-Man's biggest battle ever.
Among the "one-of-its-kind" marketing efforts, the channel will be launching a live and interactive contest called 'Amazing Spidey experience' to give viewers a thrilling time. For the same, participants need to dial 096939-96939 and register themselves. They will be asked questions around Spider-Man movies. The winner who answers them all correctly, will, along with a friend, be sent to the superhero academy in New York to get trained like Spider-Man.
Not just that, there will be a personalised message telecast by Emma Stone and the director of the movie, Marc Webb, to all the viewers of India to watch the premiere of 'The Amazing Spider-Man 2'.
The movie premiere is being promoted in the six metros, and the channel is also targeting 1 million+ towns on digital. The premiere is being aggressively promoted on print, social media, outdoor and trade.
On OOH, the movie premiere is being promoted in Mumbai, Gurgaon, Kolkata and Bengaluru. The channel has occupied around 15 sites in Mumbai, Bengaluru and Kolkata, while there is one ambient site in Gurgaon which has 11 elements. Around 300 bus panels will be used for the promotion.
On television, the premiere will be promoted on MSM network channels, as well as others.
"24-30 per cent of our annual marketing spend is being directed to this particular campaign," Yagnik shares.
The channel has roped in Engage Cologne Spray as the presenting sponsor and the movie will be 'powered by' Ford, Cartrade.com and BMW. The associate sponsors include Diu Tourism, Kotak Mahindra Bank, Raymond Made to Measure, Meru Cabs and Hungama.com.
When asked what the repeat value of such movies is, Yagnik explains, "Repeat value of such movies continues to be very good as they continue to rate well. Though from the revenue perspective, a movie premiere is the biggest revenue gainer. Having said that, movies continue to strengthen the channel's library, thus helping sustain perception and revenue."
This is just the start of the many movie premieres on the channel. On the cards are movies such as 'Hercules', 'The Hunger Games Mockingjay Part 1', 'The Hobbit 3', 'Step Up 5', 'The Equalizer' and 'Expendables 3'.