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Columbia Tristar is banking on film property Spiderman
to weave a web of magic in India. That the movie major's expectations
are high can be gauged from the fact that the marketing and
promotional campaign commenced on 12 April, a full six weeks
ahead of the film's release.
The
film directed by Sam Raimi, titled A Simple Plan will
release on the 24 May, simultaneously in four languages: English,
Hindi, Tamil and Telugu.
The campaign kicked off with
ads displaying the caped figure appearing on the back of BEST
buses in Mumbai. Ads have alson been used in local trains,
publicty agents say. Theatres have started showing trailers
showcasing the dares and escapades of the character who used
to appear as a cartoon on national channel Doordarshan years
ago. At the Deep Purple concert last week in Mumbai, video
trailers of the film were shown to people inside the venue.
Flyers were also distributed. 
The company has tied up with sify.com for a microsite. A contest
giving free tickets to the film is currently running on the
site. At Worli in central Mumbai, a 30 foot cut out of the
caped figure will go up in a balloon. Hoardings can be seen
in prominent city locations. An aggressive in your face print
campaign is all set to roll on Friday, with a full page ad
in local publications.
The Making of Spiderman' has already been shown on AXN and
Sony.
Abroad Sony Pictures Digital Entertainment and Sony Electronics
e-Solutions Company have launched the official Spider-Man
Online Store on Sonystyle.com. Consumers can click on http://www.sonystyle.com/spiderman
and choose from official movie merchandise including action
figures, posters, toys, and exclusive cast and crew apparel.
Online offerings include super-poseable action figures featuring
Spider-Man and Green Goblin, a replica of the Spider-Man movie
poster, the movie soundtrack and the Spider-Man Web Blaster
toy. In India, Columbia Tristar is mulling the possibility
of connecting further with Spiderman fans by selling toys
and other merchandise inside theatres screening the film.
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