Relativity Announces Advertising Initiative with MTV to Target Multi-Tasking Audiences and Reach the “Second Screen”
(Beverly Hills, Calif.) October 4, 2011 – As part of its ongoing commitment to forge innovative marketing partnerships, Relativity Media announced today a new convergent program with MTV that will cross promote the visually-stunning 3D epic adventure film Immortals on-air as well as drive viewers to MTV.com. Relativity will work with MTV and its MTV News division to deeper engage media multi-tasking audiences as they are using their computers, mobile devices, and tablets while simultaneously watching television.
A recent study conducted for Yahoo! by Nielsen cited 75 percent of Americans use the internet and television simultaneously. In an effort to capture this current generation of multi-tasking media consumers, on-air spots will drive viewers online with a special message from Immortals lead-actor Kellan Lutz, who plays Poseidon in the film. The special on-air message will invite fans to go to MTV.com to enter a first-of-its-kind sweepstakes for MTV to win a hometown screening hosted by Lutz.
In addition, Relativity and MTV News have partnered to launch “Immortals Mondays,” a seven-week roll-out of exclusive clips, interviews, iPad featurettes, character profiles, photos and more that will live at Movies.MTV.com and be spread through MTV’s Facebook and Twitter accounts, as well as its blogs. “Immortals Mondays” will continue to release exclusive content online every Monday through the film’s opening on November 11, 2011. MTV News is the authority for music, movies and pop culture news for the Millennial audience, producing a diverse mix of daily news stories, insider specials, weekly series, live red carpet shows, exclusive music video and movie premieres, as well as exclusive artist and celebrity interviews on-air, online, via mobile and across social media.
Relativity kicked off “Immortals Mondays” on Monday, September 26th with the online debut of the gripping graphic novel, Immortals: Gods and Heroes, which was published by the prolific graphic novel artists at Archaia Black Label. The following “Immortals Monday,” on October 3rd, released an exclusive image of Henry Cavill, who plays Theseus in the film.
In making the announcement, President of Marketing Terry Curtin said, “Media multi-tasking is here to stay and we are working on ways to use it to our advantage. We would like to own that second screen in order to convert divided attention into undivided attention. With a partner in MTV, we’re able to utilize this convergent program by devoting multiple screens to our message, creating deeper immersion and the potential for extended interaction.”
Jeannie Scalzo, Senior Vice President of Integrated Marketing for MTV, added: “Working with Relativity, MTV will leverage all of our screens and audience experiences to help promote Immortals with a program that speaks directly to the most passionate fans. We are not only offering a chance for a once-in-a-lifetime hometown screening, but providing exclusives each week that will help share the story behind the making of the film and quench the audience’s thirst for being the first to know.”
From the producers of 300, Gianni Nunnari, Mark Canton, and Relativity’s CEO Ryan Kavanaugh, Immortals stars Henry Cavill (Superman: Man of Steel), Luke Evans (Robin Hood), Kellan Lutz (Twillight), Isabel Lucas (Transformers: Revenge of the Fallen), Freida Pinto (Slumdog Millionaire), Stephen Dorff (Public Enemies), John Hurt (Hellboy) and Mickey Rourke (Iron Man 2). Directed by Tarsem Singh (The Cell, The Fall) and written by Charles Parlapanides and Vlas Parlapanides, Immortals tells the story of the ruthless King Hyperion (Rourke), who leads his bloodthirsty army on a murderous rampage across Greece to find a deadly weapon that will destroy humanity. A mortal chosen by Zeus named Theseus (Cavill) must lead the fight against Hyperion and his evil army with the fate of mankind and the Gods at stake.
ABOUT RELATIVITY MEDIA, LLC
Relativity Media is a next-generation studio engaged in multiple aspects of entertainment, including full-scale film and television production and distribution, the co-financing of major studio film slates, music publishing, sports management and digital media. Additionally, the company makes strategic partnerships with, and investments in, media and entertainment-related companies and assets.
To date, Relativity has produced, distributed, and/or structured financing for more than 200 motion pictures. Released films have accumulated more than $16 billion in worldwide box office receipts. Relativity’s recent films include: Cowboys & Aliens, Bridesmaids, Hop, Limitless, Battle: Los Angeles, Season of the Witch, Little Fockers, The Fighter, The Social Network, Salt, Despicable Me, Grown Ups, Dear John, It’s Complicated, Couples Retreat and Zombieland. Upcoming films for Relativity include: Machine Gun Preacher, Immortals, and Anonymous. Thirty-seven of the company’s films have opened to No. 1 at the box office. Relativity films have earned 60 Oscar® nominations, including nods for The Fighter, The Social Network, The Wolfman, A Serious Man, Frost/Nixon, Atonement, American Gangster and 3:10 to Yuma. Fifty-nine of Relativity’s films have each generated more than $100 million in worldwide box-office receipts.
Relativity also owns and operates Rogue Pictures, a company that specializes in films targeted to the 13-25 year old audience, and RogueLife, Relativity’s digital studio which is developing original content for the Web and creating sustainable online platforms and communities. RelativityREAL, Relativity’s television arm, has 67 projects in production, including 17 original series that are currently airing or will air in the upcoming television season including Police Women for TLC, Coming Home for Lifetime and The Great Food Truck Race for Food Network.