Massive Audience For Portable Content

USA TODAY says movie studios are using consumers’ small screens to promote their big screen fare.

For Superman Returns, which opens June 30, Warner Bros. filmed 27 behind-the-scenes production diaries. It posted links to the videos on its, iTunes and the hard-core Superman fan site BlueTights Network. The response “was beyond our wildest expectations,” says Warner Bros. interactive marketing head Don Buckley. On iTunes alone, there were nearly 60 million downloads. Next, it will package the diaries for cellphone distribution.

It’s hard to imagine 60 million people “spending time with” a print ad or TV spot, like they do with downloaded or streaming content.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.