Brands flock to cinemas to be part of Avatar event

Upcoming science-fiction blockbuster Avatar is attracting leading brands to cinema advertising, according to sales house DCM.

The film, shot in 3D and directed by James Cameron, is being positioned as the biggest release of the year.

LG and Honda are among the brands signed up to advertise around the film. Honda will premier its new advertising campaign for the Civic model before the showing of Avatar, while LG will run a campaign to support its handsets, such as the Chocolate BL40 and BL20.

Coca-Cola has signed a worldwide partnership deal with Twentieth Century Fox to promote Coca-Cola Zero around the film. Part of the campaign includes a 30-second ad featuring footage from the film to be shown both in cinemas and on television.

The ad shows a young man unwinding at the end of the day in front of his computer. He takes a drink of Coke Zero from a special Avatar-branded pack and the motion of the pack stimulates the webcam into action. It focuses in on the “AVTR” mark and plunges the man into the exotic world of the movie.

The Cineworld and Vue cinema chains will be offering branded Coca-Cola Zero/Avatar cups and popcorn boxes.

DCM commercial director Jeremy Playle says: “Avatar’s wide appeal, epic storytelling and dazzling special effects are the perfect backdrop for brands to showcase how they are bringing to life their technologies and products.”

Avatar opens nationwide in the UK on 17 December.

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