Buena Vista movie gets promotional support with Emap

by Daniel Farey-Jones,, Brand Republic 25-Nov-04, 16:00

LONDON – Buena Vista International is promoting its new teen movie, 'Ella Enchanted', in a £500,000 promotional campaign with Emap Advertising, which includes a special one-off magazine, and online and broadcast activity.

The movie is released on December 17 and an Enchanted Teen magazine will go out with more than 200,000 copies of Smash Hits today. The eight-page magazine has been created by Lara Palamoudian of the Smash Hits editorial team and features interviews with the film's stars, fashion, quizzes and competitions.

In addition, Emap Events will host a special party celebrating the launch to be attended by the film's cast, celebrities, and Kiss DJs on December 4.

Emap will be giving away 250 tickets to the event through a series of promotions running across Emap's TV channels, which include The Hits, Box and Smash Hits TV, and websites, such as Kiss Online, and magazines.

Emap will also host a programme of exclusive preview screening evenings and, to target shoppers, run an 'Ella Enchanted' shopping mall tour during November.

Lee Jury, marketing director at Buena Vista International, said: "Emap has once again created an original bespoke creative solution tailor made for 'Ella Enchanted'. Working with Emap's youth platforms ensures the film's campaign is totally focused on its target audience with no wastage."

The film, which stars Anne Hathaway who previously appeared 'The Princess Diaries', is set in a magical world where its heroine is on a quest to free herself of a curse placed on her when she was born that makes her unable to refuse any command.

pic: David Appleby

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