Here’s a new wrinkle. When PepsiCo sought out DreamWorks SKG to inquire about advertising on its site for the move called “Antz,” the beverage marketer found out there was none. So Pepsi had one built, and sponsored it.
The New York Post reports that the site got 700,000 hits before the film had any promotion other than film trailers in theaters.
The Post said that in fact, DreamWorks Pictures doesn’t even have its own Web site and is spending its marketing and promotional dollars in more traditional off-line ways instead. That makes DreamWorks the only filmmaker of any size to lack a dedicated Web presence.
Hello, DreamWorks, anybody home? Well, maybe. The Post quoted an analyst as saying that DreamWorks “believes in the medium as a marketing tool but not paying any money for it, so they outsource their sites to the highest bidder.”