Canada's Rogers Media Unveils 4-Screen 'Frankenweenie' Movie Marketing Deal

9:16 AM PST 10/04/2012 by Etan Vlessing

The trailer for Tim Burton's stop-motion animated feature will be promoted to the Canadian media giant's TV, mobile phone, tablet and computer users over four weeks.

TORONTO – Walt Disney Studios and Canada’s Rogers Media have pacted to market movie trailers in a 4 screen digital world.

Starting with Disney’s Frankenweenie from director Tim Burton and opening in theatres on Friday, Rogers Media will allow the Hollywood studio’s Canadian marketing machine to target the movie trailer to multi-screen users across its TV, computer, mobile phone and tablet branded platforms.

Rogers Media is also offering additional Frankenweenie content and connecting users to theatres and ticket purchase options as part of a four-week program.

“Reaching those audiences in an innovative way across all Rogers brands was a key factor in our decision to launch the integration, and we look forward to our next 4 Screen Program featuring Wreck-it Ralph,” said Greg Mason, vp of marketing, Walt Disney Studios Motion Pictures Canada, looking ahead to Walt Disney Animation Studios’ Wreck-it Ralph going wide on Nov. 2.

For Rogers Media, the strategy is converting a linear ad buy into an interactive audience reach across multiple properties.

Besides its TV, mobile phone and TV platforms, Rogers Media properties online include Citytv.com, Sportsnet.com, Chatelaine.com and TodaysParent.com.

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