Indiantelevision.com's Kidology
 

Sony Pictures backs 'Narnia' release with co-branding, promotions & contests

 
Indiantelevision.com Team
(16 January 2006 7:00 pm)
 

MUMBAI: Walt Disney Pictures' much anticipated movie The Chronicles of Narnia: The Lion, The Witch and The Wardrobe will hit Indian cinemas on 26 January and not without a big bang. Sony Pictures Entertainment (SPE) Films India will be rolling out the C S Lewis masterpiece with more than 100 prints. The film will also be dubbed in Hindi, Tamil and Telugu in order to attract a wider audience base.

The movie release will be backed by a 360-degree integrated campaign, which will primarily be driven by a TV blitzkrieg, high frequency, strong burst of over 4000 spots across the three week long pre-release period.

 
 

SPE has tied-up with the Star India network for a host of co-branded promotions. An exclusive nine-minute preview of the film will be aired across the Star network supported with over 250 spots and involving contests with prizes to Disneyland Hong Kong and a trip to New Zealand.

Apart from that, SPE has also woven contests for which, it has tied-up with Tourism New Zealand. Six holiday packages can be won through contests promoted across retail majors like Crosswords and Planet M, through Indiatimes and the Star Network. Also, key Crosswords stores in Mumbai and Delhi will have events around Narnia like story reading, quiz, and interactive sessions like - Make your own ending.

The company has also joined hand with EMI Music for a music tie-in. A special Hindi music video is being created to promote the film featuring Shaan. Shuruat a song from Shaan’s latest album Tishnagi has been chosen as the vehicle to promote Chronicles of Narnia. Shaan will be rendering this track for the music video that will feature him and will be interspersed with images from the movie.

Multiplexes across the country will also be swarmed by Narnia-bilia. Sections of the multiplexes' lobbies will be decorated as the “World of Narnia” where movie-related merchandise will be given away to the movie goers.

On the eve of the release, a star studded premiere will also be held in Mumbai.

The Chronicles of Narnia: The Lion, The Witch and The Wardrobe is a fantasy tale of four British children who discover a world of mythical creatures and talking animals where they must help good battle evil. The film is produced by Disney in collaboration with Walden Media, released internationally by Buena Vista International and by SPE Films in India.

The movie opened to rave reviews in the US in December last year. Narnia's opening stands as the third best in studio history for Disney behind the $70.5 million of The Incredibles and the $70.3 million of Finding Nemo. In the final weekend of 2005, Narnia edged out King Kong to lead the four-day New Year's holiday frame (30 December, 2005 to 2 January, 2006) - capturing $33.7 million beyond King Kong, which grossed $31.8 million. Narnia saw its grosses increase six per cent over the Christmas frame while Kong slipped four per cent.

Also read:
Narnia: Rhythm & Hues India involved in landmark achievement

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