Columbia Tristar is banking on film property Spiderman to weave a web of magic in India. That the movie major's expectations are high can be gauged from the fact that the marketing and promotional campaign commenced on 12 April, a full six weeks ahead of the film's release.
The film directed by Sam Raimi, titled A Simple Plan will release on the 24 May, simultaneously in four languages: English, Hindi, Tamil and Telugu.
The campaign kicked off with ads displaying the caped figure appearing on the back of BEST buses in Mumbai. Ads have alson been used in local trains, publicty agents say. Theatres have started showing trailers showcasing the dares and escapades of the character who used to appear as a cartoon on national channel Doordarshan years ago. At the Deep Purple concert last week in Mumbai, video trailers of the film were shown to people inside the venue. Flyers were also distributed.
The company has tied up with sify.com for a microsite. A contest giving free tickets to the film is currently running on the site. At Worli in central Mumbai, a 30 foot cut out of the caped figure will go up in a balloon. Hoardings can be seen in prominent city locations. An aggressive in your face print campaign is all set to roll on Friday, with a full page ad in local publications.
The Making of Spiderman' has already been shown on AXN and Sony.
Abroad Sony Pictures Digital Entertainment and Sony Electronics e-Solutions Company have launched the official Spider-Man Online Store on Sonystyle.com. Consumers can click on http://www.sonystyle.com/spiderman and choose from official movie merchandise including action figures, posters, toys, and exclusive cast and crew apparel. Online offerings include super-poseable action figures featuring Spider-Man and Green Goblin, a replica of the Spider-Man movie poster, the movie soundtrack and the Spider-Man Web Blaster toy. In India, Columbia Tristar is mulling the possibility of connecting further with Spiderman fans by selling toys and other merchandise inside theatres screening the film.
