Video Business has a really interesting look into how Sony is planning on marketing the DVD/Blu-ray Disc release of Spider-Man 3. Apparently they are putting a lot of money into marketing the movie online and are going to make the push to get more people to pick up Blu-ray players.They are also going to advertise the movie in non-traditional manners:

The studio said it expects to generate 8.5 billion impressions through its own advertising and tie-ins with Papa John’s pizza (a $3 coupon on 10 million pizza boxes and TV, radio print and online ads); Pringles Potato Crisps ($5 mail-in rebate promoted on 3 million packages); Jolly Time Pop Corn ($10 rebate promoted on 3 million packages and in print ads); and Nutella (Spidey collectible in more than 1 million jars, supported by print ads).

Hell yeah, Spidey on my Nutella. Call it Ve-Nutella, the symbiotic version of Nutella that makes you dance and cry in a really hollow manner.

It is really surprising how much money they are devoting to digital ads:

A high number of impressions are likely to come from digital ads. The studio is spending 15% to 25% of its marketing budget on digital, said Jennifer Anderson, VP of marketing. (Internet ads are priced lower than traditional media advertising and can therefore deliver many more impressions per dollar spent.) Partner Papa John’s also will support the release with a mobile and digital campaign including text messaging.

Online advertising isn’t unheard of, but spending this much on digital media is different. Plus, Sony is bundling this into their HDNA advertising campaign that is sure to get a lot of people to pick up Blu-ray Players to watch Peter Parker’s sweet tears in high def.

This entry was posted on Tuesday, September 18th, 2007 at 12:14 pm and is filed under Marvel, Movies, News & Views. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.