Anchor Bay Ups 'Southpaw' Blu-ray Marketing Tie-Ins28 Oct, 2015 By: John Latchem
Anchor Bay Entertainment has introduced a number of marketing initiatives to support the recent Blu-ray and DVD release of boxing drama Southpaw. Partners include AV manufacturer Monster Products, 24-Hour Fitness and razor company HeadBlade.
“We have developed some unique marketing programs for this title that reflect elements of the film’s storyline and also connect directly to consumers through the robust use of social media, e-blasts to existing brand purchasers, and engagement through online promotional activities,” said Erin Carter, Anchor Bay VP of brand marketing.
Monster, known for its headphones and high-performance video cables, offers a giveaway promotion via social media platforms, and a branded Monster insert appears in Southpaw Blu-rays. Footage from the film will appear regularly on the G-Tron bi-directional billboard in New York City’s Times Square for four weeks. Spots will run through Nov. 16.
The partnership with 24-Hour Fitness includes in-gym digital promotions that will run through Nov. 16. Southpaw Blu-rays will include three-day 24-Hour Fitness passes and additional co-branded giveaways will run across official Southpaw social media platforms. In addition, 24-Hour Fotness will offer a unique training routine inspired by the film, presented on social media as #trainlikeSouthpaw.
HeadBlade is supporting the release with a social campaign including weekly Blu-ray and DVD giveaways and emails to customers, as well as postings at HeadBlade.com.