Television

MTV, Paramount in global marketing tie up for Mission Impossible III

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MUMBAI: MTV and Paramount Pictures are teaming with United International Pictures (UIP) for a global marketing partnership for the Mission: Impossible (M:i:III) film franchise in advance of the film's release.

Different content related to the film will roll out on MTV channels in Asia, US, Canada, Europe, Latin America and Russia.

MTV channels across the globe will premiere two half an hour specials. The first, Making the Movie will be somewhat like a DVD feature and will have interviews with Tom Cruise and other cast members including Oscar winner Phillip Seymour Hoffman.

The other special Diary of Tom Cruise With Sway, features the actor spending the day with the MTV presenter. Web content related to the partnership will include the M:i:III film trailer, an MTV at the Movies review of the film, banner ads and a link to the official M:i:III site.

MTV channels will also make region specific content. MTV Italy is producing a special live TRL in Piazza del Poppolo in Rome dedicated to the film, and MTV UK is producing an M:i:III special for its new show 1 Leicester Square.

In France, MTV will air news reports from the red carpet premiere in Paris. One of the stars from the film Maggie Q will make an appearance at the MTV Asia Awards 2006 in Thailand on 6 May. In Japan, MTV will produce an episode of its weekly film show MTV Screen, as well as air news reports on the film and editorial coverage in its free consumer magazine MTV Paper. And TRL in the US will host Tom Cruise and the cast of M:i:III on 2 May.

The Yahoo Tie up: Meanwhile, Paramount and Yahoo will provide moviegoers a wide array of special features, behind-the-scenes footage, and music and movie content. As a result of the films presence on the Yahoo! network around the world, audiences will have the chance to see exclusive video from the film's world premiere in Rome and US premiere in New York; a Q&A with Tom Cruise and director J.J. Abrams; music from the film; and never-before-seen clips.

Paramount senior VP interactive marketing Amy Powell says, "Tom Cruise and J.J. Abrams are bringing a fresh, high-tech look to the 'Mission' franchise and we wanted to deliver that to Internet users in an innovative way. As M:i:III kicks off the summer, we've got an outstanding lineup of behind-the-scenes and live content that rivals the very biggest interactive movie campaigns. We're thrilled to be getting creative with Yahoo!."

Yahoo! Movies' exclusive video coverage of the 3 May US premiere of M:i:III currently includes plans to offer a camera view from Tom's perspective as he arrives at the premiere and steps down the red carpet. In addition, Yahoo! plans to offer users the chance to ask Tom questions in real time and see his answers live from the red carpet. Tom will also be announcing the winner of the People's Premiere contest, in which one entrant will win a private screening in their hometown, attended by Cruise.

Interviews with the star and co-writer/director will provide movie fans with DVD-style commentary on exclusive clips from the movie, and also give users a sneak peak into the "Top Ten Things You Didn't Know About Mission: Impossible III." Users also had the chance to use Yahoo! Answers (http://answers.yahoo.com), Yahoo!'s online Q&A community where real people ask and answer questions on any topic, to stump Tom Cruise on trivia from his many hit movies, with J.J. posing the users' questions.

All content will be available on Yahoo.com as well as Yahoo! Australia, Yahoo! France, Yahoo! Germany, Yahoo! Italy, Yahoo! Spain, Yahoo! Taiwan and Yahoo! UK.

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