UIP and Hyper Happen create eight-minute online preview for Madagascar

by Julia Pearlman, Brand Republic 06-Jul-05, 16:00

LONDON - UIP and Hyper Happen have created a teaser campaign featuring the first eight minutes of the new film 'Madagascar', Dreamworks' first move at showing a full cut as an advertising medium.

The footage, featuring the voices of 'Meet the Fockers' star Ben Stiller, comedian Chris Rock, and David Schwimmer from 'Friends', can be seen with full-screen streaming on MSN and Yahoo! in the UK, Spain and Italy, accessed from editorial and advertising promotion on the sites.

The deal between UIP and Vivadas Group, which developed the full-screen streaming, has been developed to encourage 12- to 18-year-olds to watch the film, produced by the makers of 'Shrek' and 'Shark Tale'.

Tom Johnson, a partner at Hyper, said: "By engaging parents and kids in the opening of the film, even more excitement about 'Madagascar' has been generated. Because of the quality of the video delivery, we've created a cinematic experience even before they've entered the foyer."

'Madagascar' opens in the UK on July 15 and has been directed and written by Eric Darnell.

The film tells the story of a group of animal friends who are put on a ship to Africa by well-meaning New Yorkers who try to take them away from the stresses of the city.

The animals are faced with a group of penguins who try to sabotage the ship and have to learn how to survive in the wild.

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