BT strikes deal with Disney for Real Steel film

The deal, agreed by Disney's new ad sales organisation, Disneymedia+, includes a film preview for the first time at the BT Tower.

BT will promote the event, including the film's theatrical trailer and behind-the-scenes footage, across all of its channels.

It will include a 'Real Steel'-branded area on BT Vision, on-air spots across all BT Vision and digital platforms, and social media channels. Viewers will also be given the opportunity to win tickets to the special screenings via competitions.

Jacob Ahlin, head of film at BT Vision, said: "BT Vision is all about bringing fantastic entertainment to our customers, and this partnership enables us to offer our customers exclusive 'Real Steel' access and content."

Bobi Carley, commercial director, The Walt Disney Company UK & Ireland said: "The high-tech synergy between the BT brand and 'Real Steel', combined with the iconic backdrop of the BT Tower, has given us great scope to create a unique and creative campaign, spanning multiple platforms, and reaching a broad audience."

The preview will take place tomorrow (16 September) and will include an introduction and Q&A given by Hugh Jackman, and the film's director, Shawn Levy.

The film is set in the near future, where the sport of boxing has gone high-tech and features the character Charlie Kenton (Hugh Jackman) trying to make a comeback into the sport after being knocked out by robots. 'Real Steel' will be released on 14 October.

This article was first published on mediaweek.co.uk