HBO to create media blitzkrieg around 'Spiderman'

MUMBAI: HBO is going all out to create awareness over one of its biggest properties of 2004 - Spiderman. The film airs on 30 January at 9 pm as part of its newly launched Big One slot.



The integrated campaign will cover all media. In Mumbai and Delhi, major vantage hoardings have been rented. On air, there will be spots with new graphics that will talk about the film. For the first time, HBO will be promoting a film using SET through a barter arrangement. Other channels it is being pushed on include MTV and Discovery. The concept of Big One will see a sizeable increase in ad spend.

Print and radio will also be used extensively. Online, a microsite has been created. Visitors can play games on and win prizes. The broadcaster has also tied up with The Spiderman contest on that site will see the prizes change each week. On the ground level a Spiderman bus will visit Delhi this weekend and Mumbai the following weekend. On account of the tie up with Pepsi the caped figure will visit key Pizza Hut outlets and spin his web. He will also visit shopping malls and the hot spots the youth frequent. The action will be rounded off with an on air contest which will air when the film is shown. Prizes up for grabs include Nokia Phones, Samsung TVs.

Last year, despite cricket and the confusion over CAS, the channel saw double digit ad revenue growth. HBO South Asia's country manager Shruti Bajpai says it has got 150 advertisers and is now being watched in 18 million homes. Bajpai said that this year there would be an on air and online contest around The Lord of The Rings: the Return Of The King when it is released. That should happen sometime next month. The winner gets a trip to New Zealand to see the sets. "We will also be involved with a special screening of the film in India. Passes will be given out. For an SMS and online contest run last year Bajpai said that around 95,000 entries were received."

It goes without saying that when Columbia Tristar releases the sequel to Spiderman later on in the year in July HBO will play an active role in promotional activity. As Bajpai pointed out," HBO is perhaps the only movie channel which has a very strong relationship with its partner studios. Last year we had a contest around The Hulk when it launched. When the Matrix Reloaded was released we screened The Animatrix. We also screened the original film again at that time. This is how we have been working with Warner Bros. We used a similar strategy for Lara Croft: The Cradle Of Life. "

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