To promote the upcoming film, “Red 2,” which hits theaters July 19, Lionsgate’s Summit Entertainment has teamed with NBCUniversal to bring Fandango‘s Weekend Ticket feature to TV screens.

Owned by NBCUniversal, Fandango‘s Weekend Ticket finds correspondent Dave Karger previewing new movie releases on the company’s website. Now, for the first time, Weekend Ticket will appear on TV screens, across NBCUniversal’s cable entertainment networks USA Network, Syfy and E! Its “Red 2” spots will be 60-second vignettes featuring behind-the-scenes clips and original cast interviews with Bruce Willis, Anthony Hopkins and Helen Mirren. The clips will encourage people to buy tickets for the film through Fandango.com, where viewers will find additional “Red 2” exclusive marketing, including extended interviews with the film’s stars.

The “Weekend Ticket” segments will run throughout the cable networks’ commercial pods, customized to incorporate each network’s brand identity during their syndicated movie broadcasts.

Brief Take: This triple-brew of major entertainment companies is a fine example of how the same piece of content can live on multiple platforms, and drive business to each one by capturing what about that platform makes it special. In bridging the gap between broadcast and the Fandango website, Lionsgate not only gets to hawk its wares, but funnel viewers to the very place they need to be to buy them; meanwhile NBCUniversal gets that same business one of its online properties while delivering fun pieces of star-powered content on the TV side.

Read more at The Hollywood Reporter.

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