Watchmen, the first mainstream action film to open this year, is attracting advertising from clients such as PlayStation and Nokia, which are keen to target its young male target demographic.
The Paramount Pictures film opens at cinemas on March 6 and is predicted to attract admissions of 2.5 million. Sales house DCM, previously Carlton Screen Advertising, has booked advertising for the Odeon and Cineworld circuits and other sites from clients including Adidas.
The sportswear company is celebrating its 60th birthday and will run a 60-second ad around the film.
Lynx is extending its “Primate” campaign to run with the film and Nokia is advertising the Nokia Tube. The latter will feature two different executions alongside the film, changing the copyline on March 20.
PlayStation will promote its Kill Zone 2 game with a new 40-second ad. The activity follows PlayStation’s long-term Silver Spot campaign that promoted several key game titles both on-screen and in cinema foyers.
Mediaedge:CIA has handled the media strategy for the promotion of the film and in the final run-up to release there will be a Metro cover-wrap and MSN site takeover as well as digital projections at high-profile London locations over four nights.
Watchmen was originally an Eighties comic series by Alan Moore and Dave Gibbons.