Relativity Uses Zynga on "House At The End of the Street" Ticket Giveaway Plan

Oh lord, movie marketing just took another turn for the ???.  I'm actually not sure what the turn is but it looks like marketers realize that many Facebook users dump a serious amount of time into the noise of the games that Facebook pitches to their membership.

I personally don't do the games on FB... I've shut down the notices so I don't get the invites or updates.  To be honest, the fewer game updates I see from friends, the less respect I tend to lose for them!

But be it as it may, check out this new way to promo a movie!  (Which has me wondering when online players will start seeing live, relevant advertising on billboards in gaming environments?  I can see it now... World of Warcraft, you're blasting someone with your magic stick and there, or splaying bullets in Call of Duty and off behind the death scene, is a billboard advertising House at the End of the Street!

If it's not already happening, I'm sure it's already in the pipe or someone will see this and think, wow!, that's a great idea!  And runs off and makes millions off my idea!  LOL.)

via press release

 FOR IMMEDIATE RELEASE                                                                                                     

September 20, 2012                                                                                               

                                                                                        

                        

 

Relativity Partners with Zynga on First-Ever Movie Ticket Promotion

 

House at the End of the Street to be first film giveaway on popular social media game CityVille

 

(Beverly Hills, Calif.) September xx, 2012 – Relativity Media and Zynga, the world's leading provider of social games services, announced their partnership to promote Relativity's upcoming thriller House at the End of the Street in Zynga's popular social game CityVille. The movie ticket promotion, which will be the first time Zynga has ever done an in-game ticket giveaway, launches Wednesday, September 19^th for a select group ofCityVille gamers. In theatres this Friday, September 21, 2012,  House at the End of the Street stars Oscar^®-nominee Jennifer Lawrence (The Hunger Games, Winter's Bone), Oscar^®-nominee Elisabeth Shue (Leaving Las Vegas, Piranha 3D) and Max Theriot (My Soul to Take).

 

Zynga will use high profile in-game editorial placements for participants to receive the special offer while playing. The trailer will appear on an in-game platform and after viewing the full trailer, CityVille players will have the opportunity to win tickets and receive a unique Fandango code. Winners will also have the opportunity to share their results on their social media outlets.

 

This unique partnership will give Relativity the opportunity to engage directly with the 78 percent of Zynga's audience that has reported personally going to the movies at least once a month in the past three months and the 50 percent of its audience that has seen a suspense/thriller film in the past month.

 

"We recognize that our core audience of moviegoers are influenced by their peers and the content and experiences they share. We set out to create a fan event on opening weekend that is driven by our audience's core community.  What better way to harness peer-to-peer endorsement than to tap into Zynga and Fandango's vast reach to create an urgency surrounding our opening," said Relativity's President, Theatrical Marketing, Terry Curtin.

 

"We are thrilled to partner with Zynga on such an innovative way to engage and activate moviegoers," said Relativity's Senior Vice President, Digital Marketing, Liz Jones. "Zynga pioneered social gaming and currently has the top five social games on Facebook.  CityVille alone has 25 million Facebook fans and we are incredibly excited to bring our film into their world in a new and unique way."

 

"Zynga has been excited to work with Relativity Media on this groundbreaking campaign to promote the theatrical release of House at the End of the Street," said Julie Shumaker, vice president global sales, Zynga. "The innovative ticket giveaway is a first for Zynga and the collaboration speaks to the importance of Zynga's audience to film and television show marketers. Zynga players love going to the movies and our games provide a unique platform to enhance their experience offline at the box office."

 

In House at the End of the Street, newly divorced Sarah (Oscar®-nominee Elisabeth Shue; Leaving Las Vegas, Piranha 3D) and her daughter Elissa (Oscar®-nominee Jennifer Lawrence; The Hunger Games, X-Men: First Class) find the house of their dreams in a small, upscale, rural town. But when startling and unexplainable events begin to happen, Sarah and Elissa learn the town is in the shadows of a chilling secret. Years earlier, in the house next door, a daughter killed her parents in their beds, and disappeared - leaving only a brother, Ryan (Max Thieriot, My Soul to Take), as the sole survivor.  Against Sarah's wishes, Elissa begins a relationship with the reclusive Ryan - and the closer they get, the deeper they're all pulled into a mystery more dangerous than they ever imagined. The film was directed by Mark Tonderai (Hush), written by David Loucka (Dream House) and produced by FilmNation Entertainment's Aaron Ryder (The Prestige), A Bigger Boat's Peter Block (Saw franchise), and Hal Lieberman (Terminator 3: Rise of the Machines).

 

 

ABOUT RELATIVITY MEDIA

Relativity Media is a next-generation studio engaged in multiple aspects of entertainment, including full-scale film and television production and distribution, the co-financing of major studio film slates, music publishing, sports management and digital media.  Additionally, the company makes strategic partnerships with, and investments in, media and entertainment-related companies and assets.

                                 

To date, Relativity has produced, distributed, and/or structured financing for more than 200 motion pictures.  Released films have accumulated more than $17 billion in worldwide box office receipts.  Relativity's recent films include: The Bourne Legacy, The Raven, Mirror Mirror, Act of Valor, Haywire, Immortals, Tower Heist, Bridesmaids, Limitless, Hop, Cowboys & Aliens, Battle: Los Angeles, Little Fockers, The Fighter, The Social Network, Salt, Despicable Me, Grown Ups, Dear John, It's Complicated, Couples Retreat and Zombieland. Upcoming films for Relativity include: House at the End of the Street, Movie 43, Safe Haven, 21 and Over and Paranoia. Thirty-nine of the company's films have opened to No. 1 at the box office.  Relativity films have earned 60 Oscar® nominations, including nods for The Fighter, The Social Network, The Wolfman, A Serious Man, Frost/Nixon, Atonement, American Gangster and 3:10 to Yuma. Sixty-two of Relativity's films have each generated more than $100 million in worldwide box-office receipts.

 

RelativityREAL, Relativity's television arm, has more than 70 projects in active production, including 17 original series that are currently airing or will air in the upcoming television season including Police Women for TLC, Coming Home for Lifetime and The Great Food Truck Race for Food Network. Relativity also owns and operates RogueLife, Relativity's digital content studio is developing original content for the web and creating sustainable online platforms and communities. Relativity Music Group, a music division of Relativity, provides music supervision, music publishing catalogues and soundtrack services for films produced and/or distributed by Relativity Media and other major Hollywood studios. Relativity Sports is a fast-growing sports agency dedicated to providing high profile athletes a full range of professional development services including contract negotiation, marketing, media relations, fan management, brand building with entrepreneurial ventures, community involvement and personal services. Clients include NBA, NFL and MLB athletes. For additional information, please visit www.relativitymedia.com.

 

 

 

 

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