Travel Site Backs Bigalow


In Demand L.L.C. and Buena Vista Television will tap the Internet for a pay-per-view sweepstakes promotion for the studio's Deuce Bigalow: Male Gigolo.

The companies and Web site Inc. have teamed up to create a Bigalow-centered sweepstakes that will help to increase the movie's exposure and support, In Demand vice president of promotions marketing Stephen Earley said.

Through Oct. 20, In Demand subscribers who order Deuce Bigalow will be directed to watch for a travel-authorization code at the end of the film, which will be used to enter the sweepstakes online at the site.

The grand-prize winner gets a seven-day, six-night Mexican vacation sponsored by, which counts more than 1.5 million registered users. Buena Vista Television will give 500 runner-up winners the Deuce Bigalow soundtrack compact disc, Earley said.

The movie generated more than $65 million at the box office and carries a 45-day home-video window.

"The title's strong showing in the home-video market and its consumer appeal make Deuce a great candidate for a pay-per-view promotion, and we wanted to capture some of that excitement with an exclusive promotion for our affiliates and their movie fans," Earley said in a prepared statement.

In Demand will support the campaign with radio advertising in key markets for both the digital and analog premieres of the film. will support the sweepstakes online with a promotional Web site and Deuce Bigalow banners on its home page, which tallies more than 3 million consumer impressions per month.'s mailings to ticket buyers will also mention the sweepstakes throughout the campaign.

Comedy Central will also help to promote the film. In Demand affiliates will have the opportunity to air the basic network's half-hour comedy special, Canned Ham: Deuce Bigalow: Male Gigolo, co-hosted by Deuce Bigalow star Rob Schneider and executive producer Adam Sandler.

Commercial breaks within the Comedy special will feature PPV promos that can be customized with local ordering information, sweepstakes promos, Comedy promos and two minutes of local avails, In Demand said.