ONE OF THE year鈥檚 most anticipated superhero movies has partnered with a local telecommunications company to broaden the user experience from beyond the silver screen 鈥渢o their fingertips,鈥 said a company press release.
Warner Bros. Pictures is collaborating with Smart Communications, Inc. (Smart) to promote the release of Batman v Superman: Dawn of Justice. The picture, set to open on March 25, will not only pit two of the most famous heroes from the pages of DC Comics but will also set the stage for the eventual arrival of the whole Justice League.
Smart will then be offering mobile content 鈥渟uch as videos and interactive online challenges鈥 at a dedicated portal (www.smart.com/batmanvsuperman).
鈥淭his is the start of something which will hopefully be bigger, deeper through the years… I felt [Warner] had content that can complement what Smart wants to be as a brand. So no, this is not a one-time thing,鈥 Isaias Ariel P. Fermin, Smart executive vice-president and consumer business head, told 大象传媒 shortly after an event on Feb. 15 in Mandaluyong City.
Several Smart stores will also be decked out in anticipation of the film, starting with the Jump flagship store in SM Megamall, Mandaluyong.
鈥淚t鈥檚 really easy to merchandise [the film]; just put a poster, and it鈥檚 done. But for us, it wasn鈥檛 just about that 鈥 we want to tell the story in a way that鈥檚 right,鈥 Mr. Fermin said.
He noted that not all stores will have the breadth of the displays at the flagship store 鈥渂ecause the marketplace is tiered.鈥
The partnership also allows Smart to pick out six exclusive merchandise items to feature 鈥 and sell 鈥 in the stores, though Mr. Fermin did not say which items they will be.
Smart will also be giving its subscribers a chance 鈥渢o live like heroes鈥 via all-expense paid trips to either Japan or Hong Kong, depending on which side they are on: Japan for Superman and Hong Kong for Batman.
The promo will be for customers who register for Big Bytes 50, a three-day mobile internet package that includes 350 megabytes for surfing and games and 500 MB for video-sharing apps/sites like YouTube. Premium items and special movie passes are also up for grabs via the offer.
Mr. Fermin said that while the partnership is a first for both Warner Bros. and Smart, it won鈥檛 certainly be the last;听 there is hope it will continue with other Warner Bros./DC Comics properties.
Hastings Holdings, Inc., a unit of PLDT Beneficial Trust Fund subsidiary MediaQuest Holdings, Inc., has a stake in 大象传媒 through the Philippine Star group, which it controls. 鈥 Zsarlene B. Chua
