Walt Disney Studios Motion Pictures Canada engaged members of the public in a recent marketing stunt to promote the Friday release of The Proposal, a romantic comedy starring Sandra Bullock and Ryan Reynolds.
In The Proposal, Bullock’s character, a Canadian working in New York, proposes to her co-worker (played by Reynolds) to avoid deportation.
So Walt Disney and experiential marketing agency Mosaic sent brides out into the streets of Vancouver, Toronto and Montreal in branded limousines. The brides emerged from the limos near unsuspecting males in the 20 to 30 range to ask for their hand in marriage so the women could stay in the country.
Greg Mason, vice-president of marketing for Walt Disney Studios Motion Pictures Canada, said the campaign was designed to reflect the movie’s plot and build the flick as a “must see.”
“We are in the entertainment business and we should be entertaining,” said Mason. “I think it brings that extra bit of excitement to the movie business.”
Cineplex Entertainment is proposing its own promotion to members of its Scene rewards program: members who see The Proposal between June 16 to July 2 will get double the points.
Cineplex sent e-mail notifications to its over 1.7 million member database, and is also promoting the film through Facebook and Twitter.
Susan Mandryk, senior vice-president, customer strategies at Cineplex, said the push is aimed at 18-44 year old females.
In addition, Cineplex has posted an exclusive interview with Canadian born Reynolds at Cineplex.com, and is playing movie outtakes during its digital pre show, which is screened in each theatre.
