Brands pinning hopes on The Hobbit

Brands incuding Ford and Twentieth Century Fox will be advertising alongside the eagerly-anticipated cinema release The Hobbit: An Unexpected Journey.

the hobbit
The first release in The Hobbit franchise has attracted big brand advertisers.

The Hobbit, the first in a trilogy of films directed by Lord of the Rings film-maker Peter Jackson, is released in the UK on Thursday (13 December) and expected to kick start a blockbusting franchise.

It will be the first film to be released in high frame rate 3D (HFR 3D) and home entertainment brands are using this opportunity to showcase their 3D products.

Twentieth Century Fox Home Entertainment will be running a 3D ad to promote its catalogue of Blu-Ray 3D movie releases, including Avatar and Ice Age 4: Continental Drift, for Christmas.

Joe Evea, commercial director at cinema sales house DCM, says. “It’s exciting to see how home entertainment advertisers are using movies such as The Hobbit to embrace the new possibilities that 3D offers. Following the digitisation of cinema we can expect to see more dynamic and innovative ways of using the big screen to engage our audience throughout their movie-going experience.”

Jessica Niroomand-Rad, film product manager for Twentieth Century Fox, says: “The immersive environment and impact of 3D cinema is the obvious choice to showcase our Blu-ray 3D titles in the best quality possible this Christmas.”

Other advertisers booking against the film include Ford for its B-MAX model.

The film is being distributed by Warner Bros and the second installment of the franchise, The Hobbit: The Desolation of Smaug, is expected to be released in December 2013
Digital technology is now enabling clients to book in their ads to accompany films much closer to the cinema release date.

Read Marketing Week’s feature on the potential here.


Case study: Noisey

Josie Allchin

Vice, in which WPP Group has a stake, launched its YouTube channel Noisey, a repository for music videos and interviews, in February 2012. Noisey was already known as the brand under which Vice publishes music-related content on its own websites, but the media group felt it had a compelling enough case to pitch to YouTube owner Google for one of its commercially commissioned channels.


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