Epix Opens First National Ad Campaign Tied To 'Marvel Heroes Weekend,' Free Preview4/09/2012 4:57 PM Eastern
Epix has taken wraps off its first-ever national branding campaign ahead of "Marvel Heroes Weekend" and upcoming freeview.
Highlighting its exclusive lineup of Hollywood theatricals and promoting its "We Get Big Movies" platform. the campaign is being supported by TV spots airing on ABC, CBS, NBC, Fox, CW and select cable networks.
At the heart of the campaign is "Marvel Heroes Weekend" -- a three day marathon of superhero movies, including Iron Man 2, Thor and the U.S. television premiere of Captain America: The First Avenger. These airings come in advance of the theatrical release of The Avengers on May 4. Running April 27-29, Marvel Heroes Weekend will be hosted by Avengers creator Stan Lee as part of a larger free Epix preview for all subscribers of affiliate partners. Available to over 30 million homes nationwide, the freeview will also feature over 150 titles available on demand and more than 3,000 movie titles available online at EpixHD.com and through various Epix apps.
The TV weight aside, Epix, a joint venture of Paramount, MGM and Lionsgate, is touting its efforts via a network radio partnership with Clear Channel Media and Entertainment and Premier Radio Networks on Ryan Seacrest's nationally syndicated radio shows, as well as local radio in the top media markets across the country.
On the print side, Epix will pace ads in such newspapers as The New York Times, New York Post and Los Angeles Times later in April.
Additionally, the campaign includes a cross promotional relationship with Marvel and Disney and tickets to the world premiere of The Avengers in Los Angeles as part of a national sweepstakes giveaway.