Peeks perform for MTV, allies
EmptyNEW YORK -- As part of its content partnership with Sony Pictures, MTV promoted and premiered the trailer for the "Spider-Man 3" video game from Activision and saw ratings jump 29%. It did the same on MTV.com with the trailer for Lionsgate's "Hostel 2," which was streamed nearly 379,000 times, outperforming a similar but nonpromoted trailer on the site by a whopping 939%.
While MTV has engaged in content partnerships with Hollywood's film studios since its inception 25 years ago, it has recently been shifting the type of content it offers. According to the network, the results speak for themselves and benefit both the studios and MTV.
"Years ago the majority of our movie promotions were longform programming, half-hour shows," said John Shea, executive vp integrated marketing and brand partnerships at MTVN Music and LOGO Group. "While that still continues to be an element of our movie promotions, a lot more now is ... getting in a little earlier and giving the audience a peak behind the curtain, which is what the MTV audience has told us is most interesting to them."
Shea said that when they're built around the right movie for the MTV audience, movie trailers and sneak peaks hold onto or build the MTV audience, with viewers considering these "less traditional forms of commercial messaging just as good as traditional entertainment and content."
For Fox's "Fantastic Four: Rise of the Silver Surfer," MTV will use a different strategy to promote that film. On "Pimp My Ride," tuner experts will transform a viewer's car into a Silver Surfer-themed vehicle complete with a built-in plasma screen and an Xbox 360.
Among other films MTV has recently promoted on-air and online with shortform content are "Dreamgirls," "Blades of Glory," "Night at the Museum" and "The Devil Wears Prada." Shea said the "Spider-Man 3" promotion marked the first time MTV has promoted both a video game and movie. The network does about 30 film partnerships a year with all of the studios, which are already buying significant media on the network, but no money changes hands for the movie content.
"If the studios generate more boxoffice revenue and we generate more viewer interest, then the partnership was a success," Shea said.
MTV's "Spider-Man 3" promotion also involves a sweepstakes that offers four prize winners the chance to come to New York to attend the movie premiere on Monday and a week of "Spider-Man 3" events planned by Sony Pictures around the city. The winners will not only meet Tobey Maguire and the rest of the cast but will compete against them live when they become among the first to play Activision's "Spider-Man 3" game on MTV's TRL.
To help promote the sweepstakes, the movie and game as well as its roadblock premiere of the video game trailer on MTV, MTV2, MTVU and MTV.com, the network ran a series of 45-second promos over a three-week period. When the trailer aired during "Bam's Unholy Union" on MTV, the ratings not only jumped 29% but continued to increase for the remaining 11 minutes of the show, the network said.
For "Hostel 2," MTV.com will feature exclusive content including photos, video clips, trailers, Q&As with cast members and video games. To promote the trailer premiere on MTV.com, MTV and MTV2 not only ran promos on-air and online but on eight MTV Networks-owned Web sites reaching a total of 40 million people, including ComedyCentral.com, SpikeTV.com, Gametrailers.com and iFilm.com. The exclusive content will also be promoted on the same sites.