Lucasfilm Raises Curtain on Early 'Sith' Promotions

  |  March 15, 2005   |  Comments

In addition to the official Star Wars site, both content partners launch micro-site promotions.

Lucasfilm has revved its promotion for the final Star Wars flick into high gear, striking a new exclusive content partnership with Cingular Wireless and launching more exclusive content via partner America Online.

Lucasfilm has partnered with Cingular to sell downloads of Star Wars-related content to its 49 million users. Content available for purchase includes music tones, voice tones of movie quotes, sound effects tones, nine mobile games, more than 50 animated screensavers, 200 wallpaper graphics, and more than 50 MMS (define) greeting cards.

Cingular built its own Star Wars micro-site featuring download information, a Star Wars car-giveaway sweepstakes, and a sign-up form for text alerts with insider trivia.

"The Star Wars brand is recognized and loved by people of all ages," John Burbank, Cingular's VP of marketing said in a company statement. "Fans of the Star Wars saga will appreciate the virtually anytime, anywhere access they'll have to their favorite Star Wars moments and characters directly from their handset."

Cingular and Lucasfilm hadn't responded to questions about the deal's financial details by press time.

AOL's Moviefone serves as exclusive host for the full-length trailer for "Revenge of the Sith," which was shown for the first time on television during the Fox network's program "The O.C." on Thursday. The trailer, which hit movie screens on Friday, was made exclusively available to AOL and Star Wars fan site subscribers from Thursday until Monday. It went live on Moviefone for general public access Monday morning.

Moviefone is anticipating robust traffic to the trailer, after measuring 6.5 million downloads of the teaser version of the "Sith" trailer in November, said John Angelo, a Moviefone spokesman.

"Securing exclusive movie content, such as extended clips and trailers, is what we do at Moviefone so we can offer site visitors compelling content they won't find anywhere else," Angelo said. "We see our Star Wars content as a tremendous asset because moviegoers' passion for all things Star Wars is unlike any other movie. Site traffic for the original teaser trailer was huge in November and we expect that the full-length trailer will be one of our most watched trailers ever."

Moviefone also hosts a micro-site featuring Star Wars content that includes behind-the-scenes content from the film, a link to the film's e-commerce site, and an episode three online video game created by LucasArts.

The decision to partner exclusively with Moviefone and Cingular is a strategic one that does not come without some risk, said David Card, senior analyst at JupiterResearch.

"Exclusives are tricky," said David Card, senior analyst at JupiterResearch. "The risk is you won't get as broad of a reach. However, Moviefone has pretty good reach. It's a major, major player that competes with Yahoo Movies and MSN Video."

"Revenge of the Sith" will be released to movie theaters on May 19.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...