Bell Media is putting forth a super-human promotional effort for the new movie Batman v Superman: Dawn of Justice.
The media company has partnered with Warner Bros. Pictures Canada on a multi-platform promotional campaign spanning its specialty channels Much, Space and TSN, as well as Toronto’s 104.5 CHUM FM and Virgin Radio stations in Vancouver, Toronto and Montreal.
Individual properties participating include the daily entertainment show eTalk, as well as Space’s daily show Innerspace. eTalk kicked off editorial coverage of the movie on March 1 and will feature daily stories and promotion of a contest offering a grand prize of a trip for two to the U.K. premiere on March 22.
The show’s anchor Ben Mulroney and senior reporter Devon Soltendieck are appearing in a series of on-air Batman v Superman challenges, while additional coverage includes interviews with cast members including Ben Affleck and Henry Cavill.
Innerspace, meanwhile, is featuring a special entitled Innerspace: Batman v Superman that will premiere on March 25. The 30-minute special will include cast interviews and insider information about the movie, while counting down memorable battles from previous Batman and Superman comics.
The “Ultimate Coin Contest” on Space.ca is offering a grand prize of 14 Karat gold coins, a set of limited edition silver coins and a base-metal coin and collector card set provided by the Royal Canadian Mint. Space will promote the content with a 30-second TV spot airing March 11-25, as well as via its Facebook and Instagram pages.
The film is also a premiere sponsor of TSN’s March Madness basketball coverage, including sponsorship of the NCAA Tournament Challenge bracket game including a custom co-branded spot featuring the superheroes’ alter egos, Bruce Wayne and Clark Kent.
A series of interstitials about the movie will also air during Much programming March 21-25. The interstitials will feature cast interviews conducted during a worldwide press junket.
CHUM FM featured a live broadcast from the Batmobile at last month’s Canadian International Auto Show and featured ads inviting listeners to come to the show to see the car.
The three Virgin stations are giving away passes to an advanced screening prior to opening day. Warner Bros. is also sponsoring eTalk entertainment updates on CHUM FM in support of the U.K. premiere contest.
