TORONTO – Alliance Films kicked off the marketing campaign for a new film in an interesting new way on Monday: it purchased a “roadblock” across a suite of CTV broadcast and on-line properties.
The buy saw the two-minute trailer for the new Michael Moore movie Capitalism: A Love Story premiere on seven CTV specialty channels as well as CTV.ca at approximately the same time, between 10 and 10:15 p.m. ET.
“We believe using CTV’s broadcast and digital assets simultaneously for this one-of-a-kind execution will certainly generate ‘word-of-mouth’ amongst Canada’s movie-goers,” said Frank Mendicino, SVP of marketing for Alliance Films, in the press release.
The marketing initiative comes as the company begins promoting the film in advance of its North American premiere at the Toronto International Film Festival on September 13. CP24, Discovery Channel, MuchMoreMusic, BNN, CTV News Channel, Star! and Bravo! all participated in the roadblock. CTV also created a “catfish” ad unit (a one-time, front-line banner across the bottom of the browser) that ran throughout the day on the networks’ websites to drive awareness of the campaign and to push the trailer premiere.
The trailer will be hosted on CTV.ca after being promoted on the homepage in addition to the movie trailers section of the site.
