Relativity to Advertise Its Upcoming Movies Like 'Immortals' on Spotify

Universal Pictures

Deal marks first time a movie company has used the online music streaming service to promote its films.

Relativity will be the first movie company run to advertise a film on Spotify, the online music streaming service, under a new partnership announced Monday.

Relativity will kick off its deal with Spotify with ads for Immortals, Tarsem Singh’s action movie about a battle in ancient Greece that stars Henry Caville, Luke Edwards and Kellen Lutz. The movie bows in theaters Nov. 11, and the ads will run on Spotify beginning Oct. 17.

Launched in 2008, Spotify has 10 million registered users worldwide and more than 2 million paying subscribers. Spotify extended its service to the U.S. in July.

“With its worldwide presence, growing popularity in the U.S., and deep integration with Facebook, Spotify is the perfect digital platform to reach socially-engaged music lovers and early adopters in order to continue to build our fan base for Immortals and upcoming releases,” Terry Curtin, Relativity’s president, theatrical marketing, said.

The deal was negotiated by Relativity Media’s digital advertising agency Palisades Media Group.