MTV, 20th Century Fox tie up to promote 'Planet Of the Apes'

To promote its new blockbuster movie 'Planet Of the Apes' 20th Century Fox has tied up with popular music network MTV International as its only global media partner.

Fox will take advantage of the network's 31 localised channels and 17 websites spread across Asia, Europe, Russia, America and Latin America, an MTV release says.

The movie opened in America in July and is gradually being released all over the world. It has been directed by Tim Burton (Batman) who gives his unique touch to a classic story.

Mark Wahlberg and Helena Bonham Carter star. As part of the promotion MTV will show a half-hour special called "Making the movie: Planet of the Apes". The stars will talk about their experiences making the film and viewers will also get a glimpse about the history of the films franchise. There is also a competition on the MTV channels and websites. Forty lucky winners from around the world will get a trip to Africa where they will see apes living not in a zoo but in their natural habitat. In this way Fox hopes to connect not only with older viewers who saw the original version when they were young but also the new generation who regularly watch the music channel.

Speaking about the initiative, Harvey Ganot president MTV Networks advertising sales worldwide said: "MTV is the only multimedia youth brand that offers clients the ultimate in flexibility to tailor campaigns locally, regionally or globally, making it the real choice for companies looking for an integrated approach reaching young adults on-air, online and on the ground."

This is the first time both the companies have worked together on a film project that stretches across the world and they expect that their joint efforts will result in more awareness about the film among movie buffs. Other movies that MTV has previously been involved in include the Tom Cruise starrer 'Mission Impossible II' where it tied up with Paramount Pictures and the James Bond Movie 'The World Is Not Enough' where it partnered MGM.

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