TORONTO – Movie trailers are going mobile and interactive. For the first time in Canada, consumers will be able to view new movie trailers on almost any digital device or platform following a partnership between Walt Disney Studios Motion Pictures Canada and Rogers Media Inc.
The 4 Screen Program from Rogers Media marks the creation of something that is entirely new; taking a linear ad buy experience and transforming it into an innovative, interactive, and highly accessible audience experience across a multitude of Rogers properties.
Beginning with Disney’s “Frankenweenie,” directed by acclaimed filmmaker Tim Burton and opening in theatres on October 5, the 4 Screen Program not only allows movie fans to easily access the film’s trailer from all Rogers platforms but also to view additional content, engage over social media, and link to theatres and ticket purchase options. The next film to be exclusively featured in the 4 Screen Program is the upcoming action-packed feature from Walt Disney Animation Studios, “Wreck-it Ralph,” which opens wide on November 2.
“This was a perfect opportunity to give the movie and Tim Burton fans alike a more immersive and interactive preview of ‘Frankenweenie.’ Reaching those audiences in an innovative way across all Rogers brands was a key factor in our decision to launch the integration, and we look forward to our next 4 Screen Program featuring ‘Wreck-it Ralph,’” said Greg Mason, Vice-President, Marketing, Walt Disney Studios Motion Pictures Canada in a statement.
Rogers says that research shows that 90% of people’s daily media interactions are screen-based and the majority of people are using more than one device at a time.
“This program was uniquely created for Walt Disney Studios Motion Pictures Canada to meet their specific needs and brand objectives – allowing people to share the excitement of an upcoming movie no matter where you are, with all of the functionality included— social sharing, feature trailer, additional content and ticket/theatre links,” said Jeff Barlow, Senior Director, Innovation/Marketing Solutions at Rogers Publishing Limited.
Barlow added that Rogers see “great opportunity to do more of this innovative customization with other clients across all industries.”
The 4 Screen Program utilizes built-in audiences at Rogers Media to connect with the film’s target market. Audiences are reached through online properties (including Citytv.com, Sportsnet.com, Chatelaine.com and TodaysParent.com), a special segment in Entertainment City on Citytv, and through tablet and mobile devices. The “Frankenweenie” 4 Screen Program will run for four weeks in total.
