New York -- Warner Bros. will support the November
pay-per-view debut of The Matrix with advertising aimed at the 18-to-49 demographic
via the Web, as well as cable, print, radio and outdoor.
In a mailing to cable operators, Warner Bros. said the
Keanu Reeves action flick -- which debuts on PPV Nov. 12, with a 50-day window -- will be
promoted on such Internet venues as America Online Inc., Yahoo.com and Excite.com, as well
as 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 Howard
Stern radio show, USA Today, phone kiosks, National Football League stadium
signs and WB Studio Stores' video walls, Warner's mailing said.
While targeted broadly to the 18-to-49 demo, the younger
end of the age spectrum will be a key emphasis, since the tune-in print ad slicks plug
soundtrack music by Marilyn Manson, Rage Against the Machine and other acts.
In its mailing, the studio also suggested that operators
create Web sites or radio promotions built around trivia questions about the movie, or
develop tie-ins with local computer stores, cyber cafes or martial-arts gyms.
In addition, Warner sent operators order forms to obtain
matching Matrix funds if they, for instance, commit to 200 spots per week on more
than six specified cable networks.
The movie, starring Reeves and Laurence Fishburne, grossed
more than $175 million at the box office -- enough for Warner Bros. to green-light a