Warner Bros.' online promotion for its February Iron
Giant pay-per-view title has generated a significant number of hits to the film's Web
site, as well as awareness of the PPV film.
The promotion -- which appears as a pop-up screen on the
site (warnerbrosppv.com) -- offers the first 1,000 viewers who correctly answer a
series of questions about the film a free box of Newman's Own Inc. popcorn.
Warner Bros. domestic features and PPV senior vice
president of advertising, promotion and publicity Bill Short said the site, launched three
weeks ago, has already drawn several-thousand users.
While he said it was too early to determine how many of
those users actually ordered the PPV event, the promotion added awareness not only for Iron
Giant, but for the company's other PPV titles. The movie generated $23 million at the
"We were very excited about the response the promotion
received," Short said. "What it does is make people more aware of the movie, and
for those who didn't answer all of the questions correctly, it gives them incentive to
order the PPV movie."
The campaign was promoted heavily on several Time Warner
Inc.-owned sites -- including ones for World Championship Wrestling, Cartoon Network and
The WB Television Network -- as well as on major Internet portal Yahoo!.
The promotion was so successful that the company will
launch another trivia-related game for its February release of Mickey Blue Eyes ($34
million at the box office). While the Mickey promotion will not have a sponsor,
Short said, the company believes it, too, will draw consumers to the site and to the PPV
"We're trying to evolve the Web site to provide not
just information, but also entertainment," he added.