Warner Plans Socko Support for Matrix


New York -- Warner Bros. will support the Novemberpay-per-view debut of The Matrix with advertising aimed at the 18-to-49 demographicvia the Web, as well as cable, print, radio and outdoor.

In a mailing to cable operators, Warner Bros. said theKeanu Reeves action flick -- which debuts on PPV Nov. 12, with a 50-day window -- will bepromoted on such Internet venues as America Online Inc., Yahoo.com and Excite.com, as wellas on the Web sites of Sci Fi Channel and Rolling Stone.

Spots for the futuristic movie will also run on Sci Fi,Comedy Central, ESPN2, MTV: Music Television and VH1's Hard Rock Live.

Still other media buys will include the syndicated HowardStern radio show, USA Today, phone kiosks, National Football League stadiumsigns and WB Studio Stores' video walls, Warner's mailing said.

While targeted broadly to the 18-to-49 demo, the youngerend of the age spectrum will be a key emphasis, since the tune-in print ad slicks plugsoundtrack music by Marilyn Manson, Rage Against the Machine and other acts.

In its mailing, the studio also suggested that operatorscreate Web sites or radio promotions built around trivia questions about the movie, ordevelop tie-ins with local computer stores, cyber cafes or martial-arts gyms.

In addition, Warner sent operators order forms to obtainmatching Matrix funds if they, for instance, commit to 200 spots per week on morethan six specified cable networks.

The movie, starring Reeves and Laurence Fishburne, grossedmore than $175 million at the box office -- enough for Warner Bros. to green-light asequel.