Warner Bros. is backing its power-packed video-on-demand/pay-per-view movie lineup in December with “Movies That Pop,” a promotion built around extra scenes and added content.
The studio is providing extra information about three to five key scenes from Batman Begins and Charlie and the Chocolate Factory after the movie ends. Those scenes will appear in a title-branded instant window after the feature has ended, providing additional information about that scene. Up to 15 minutes of additional content will be available for each film.
“This is exclusive to VOD” and direct-broadcast satellite PPV, said Michelle Edelman, vice president of marketing at Warner Bros. Home Video’s On Demand group, about the content that won’t be in the DVD versions of the movie.
Warner Bros. is also supplying a two-minute teaser for each movie, for use on cable operators’ free-VOD categories and on the barker channels of EchoStar Communications Corp.’s Dish Network and DirecTV Inc.
The promotion also includes customizable direct mail, radio and national cable advertising.
Batman Begins premieres Dec. 3, while Charlie debuts Dec. 23.