New Line Cinema is taking movie promotion for the new "Austin Powers" film beyond the Internet, with an interactive promo that will go direct to consumers email boxes.
To concide with the premiere of Austin Powers: The Spy Who Shagged Me, a comedy movie packed with innuendo starring Mike Myers, New Line has teamed up with multimedia company Togglethis - which created the most successful online marketing promotion last year for Lost in Space. More than 100,000 people logged on to that promotion.
New Line is hoping the 12 part Austin Powers interactive cartoon will be even more successful. Once consumers have signed up for the promo they will hve to download a player and will then be emailed a script once a week.
The majority of movies today launch with an official Web site. Industry watchers, however, believe that more and more film companies will adopt an interactive approach as a way of creating a personalised relationship with consumers that can be leveraged by advertisers, marketeers and entertainment producers.
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