Controversial 9 Songs movie uses explicit website for promotion

by Julia Pearlman, Brand Republic 25-Feb-05, 11:40

LONDON - Michael Winterbottom's controversial movie '9 Songs', which features scenes of explicit sex, is being backed by an equally racy online campaign through Greenroom Digital.

The film has been described as the most sexually explicit release in UK cinema history, with the website containing content from the film's graphic scenes of real sex.

'9 Songs' director Winterbottom, whose previous films include 'Wonderland and '24-Hour Party People', has described the movie as "a love story" that is told without having to use many words, alternating footage of the central characters, Matt and Lisa, in the crowd at gigs, to scenes of them having full sex.

The website features footage from live performances from the Brixton Academy, with Franz Ferdinand, the Von Bondies, Primal Scream and Black Rebel Motorcycle Club.

The latest campaign for the digital agency is a far cry from its most recent 'Magic Roundabout' online campaign.

Jon Hamm, managing director of Greenroom, said: "The use of sex to engage an audience with a product is not new. This film demanded that we push this to the absolute limit."

The campaign includes online PR, viral marketing and a full communications strategy with a number of key promotional partners.

'9 Songs' is released on March 11.

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