Columbia Tristar spins media blitz around 'Hellboy'

MUMBAI: The lack of familiarity among Indian viewers with Hellboy is not stopping Columbia Tristar India from using the different media vehicles to create awareness about their latest product, which is based on a comic. The movie hits theatres on 14 May.



Going all out to unleash Hell...err 'HellBoy'

Speaking to, at the sidelines of an exhibitor convention for the western region last evening, the company's marketing manager Harshavardhan Gangurdhe said that around 2000 spots were being used on television.

"This is the best way for us to reach our target audience. We kicked off the campaign on 18 April on etc. The other channels we have used include Star Plus, Max, MTV, AXN, Raj, ESPN Star Sports. The film has been dubbed in three languages: Hindi, Tamil and Telugu. The promos will run onto 22 May," he offered.

The company has also tied with retail outlets across the country including Cafe Coffee Day, the Lifestyle Store and Shoppers Stop. Customers can read flyers and also answer questions that allows them the chance to win tickets and product merchandise like T-shirts. In addition, prominent hoardings will be used in the metros. Gangurdhe, however, said that for this, film buses and trains would not be used.

In a few days, mini road shows will kick off with vans visiting different locations in the metros. The company has also tied up with Airtel for an SMS based quiz contest. The cellular provider is creating awareness about the same through their newsletter. As far as radio is concerned, the company has tied up with Radio City, Radio Mirchi and Go. Online, the company has tied up with Indiatimes for a contest. Print ads have already started appearing in major publications. Around 70 prints of the film will be released.

'Spiderman2' to spread the morning sunshine

It goes without saying that the scale of activity will hit the roof when Spiderman 2 hits cinemas on 23 July. Partners that have already tied up include Pepsi and Kelloggs. The latter will come out with special boxes with Spiderman on the cover. This will give the film visibility at non theatrical outlets.

The cornflakes manufacturer will also give out merchandise. Sony Ericcson will be conducting a huge promotion. Spiderman mobiles with games and ringtones will swing into town closer to the films opening date. Ganghurde claimed that the film had an 88 per cent awareness rate despite the fact that there were still a couple of months to go before the big event.

Sandler's a catch

"We would be expecting a 100 per cent awareness rate a week before the film opens. As far as our other products are concerned 50 First Dates with Adam Sandler and Drew Barrymore opens on 7 May. It is already playing to packed houses in Delhi and Bangalore. The familiarity factor is there which is not the case with Hellboy. People know who Adam Sandler is because of films like Big Daddy and Anger Management. So our marketing activity on this has been

comparatively less. The same goes with Johnny Depp who stars in the upcoming Secret Window. His brand name has grown because of last year's Pirates of The Caribbean."

Ditto for Johnny Depp

Another film that Columbia Tristar is banking on to pull the audience is Anacondas, which opens on 27 August. The trailer for the film reminds one of the first movie, which did big business in the country a few years ago despite being panned by the critics.

Ganghurdhe was also satisfied with the response that Peter Pan had received. "That was something that we timed keeping in mind the holidays when the children have loads of time on their hands."

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