Tomorrow’s edition of the Associated Newspapers-owned morning paper (September 18) will carry the cover wrap and a pair of 3D glasses tipped on the front page.
The activity, created by Empire Design and planned by Sony’s media agency Manning Gottlieb OMD, has been devised to promote the release of Sony Pictures first 3D animated film, Cloudy With A Chance of Meatballs.
Inspired by the children’s book of the same title, the movie focuses on a town where food falls from the sky like rain. The film will also launch in cinemas tomorrow.
The front cover will feature an image of three of the film’s characters protecting themselves from a shower of meatballs, with a range of different food falling from the sky on the back cover.
All four pages of the cover wrap will be available in 3D.
Each page will announce that the film is now on general release. It will appear in the 37, 500 copies of Metro distributed in London.
Stuart Williams, Sony Pictures Releasing marketing director, says: “The 3D Metro cover wrap is a great addition to our media plan and the perfect way to bring the film’s point of difference to life.”