R-rated 'Prometheus' Nabs Promos

    May 19, 2012- 20th Century Fox’s sci-fi yarn Prometheus lined up major tie-in partnerships with Coors, Verizon, and Amazon, according to Variety, which notes the Coors alliance is the brewer’s first movie deal in six years. The R-rated sci-fi film from Ridley Scott (Alien, Blade Runner and Gladiator) will premiere June 8.
  The Variety article by Marc Graser observes that R-rated films typically don’t snag promotional partners, which in the case of Prometheus provide $10-30 million in marketing support from each partner.
   “Amazon will push the pic across all of its websites, including its homepage and IMDB, through June 18. Company’s microsite for the film pushes interested moviegoers to buy tix through Fandango,” says the Variety story. Coors give the film signage on its new Silver Bullet Aluminium Pint bottle. Verizon serves up a microsite website and VOD channel on its FiOS TV service.
    Says a Coors press release, “A co-branded 30-second TV ad, produced by Scott and his production company RSA, debuts next week. The spot, titled ‘Do You Thirst?,’ features footage from the film and will air nationally on network primetime, network and cable sports, and cable entertainment programming.” Zachary Eller, senior VP of marketing partnerships and promotions at 20th Century Fox, arranged deals for the studio.
   The advertising for Prometheus clearly and correctly position the futuristic big budget thriller as classy science fiction, which was Disney’s initial thrust with John Carter that was miscast. The first wave of Carter images were sinister looking and surreal with a heavy red-color wash (the film really was rollicking and over-the-top). Disney finally promoted Carter as a glossy spectacle, which was accurate and the maligned loss-making film got some traction with audiences.
   An Advertising Age story a few weeks ago pointed out leakage from international Prometheus trailers were undercutting the U.S. marketing campaign. The overseas trailers—which are longer—are more revealing and the U.S. campaign is more subtle putting a spotlight on slices of the movie. The Ad Age article by Shareen Pathak was on to something about a dichotomy, but any damage from the international leakage looks to be minor. 
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