Sony Promotes ‘Spectacular’ With ‘Rock Band’ Game Tie-in27 Jan, 2009 By: John Latchem
Sony Pictures Home Entertainment is using a tie-in with the video game Rock Band to promote its DVD of Spectacular!, a TV movie airing on Nickelodeon Feb. 16.
“We think this is the first-ever DVD tie-in of this kind with Rock Band,” said Marc Rashba, Sony Pictures VP of marketing.
The DVD, which streets March 31 (prebook Feb. 5) at $24.94, offers fans an exclusive code to download for free two original songs from the movie through the Rock Band music store for use in the game.
Specacular! tells the story of Nikko (Nolan Gerard Funk), a wannabe rock star who is kicked out of his bands and takes his vocal skills to the show choir. The cast also includes Victoria Justice (“Zoey 101”), Tammin Sursok and Greg Germann. The movie, which is being heavily promoted on Nickelodeon, spotlights 10 original songs by High School Musical songwriters Robbie Nevil and Matthew Gerrard.
“This is a bullseye for teenagers,” Rashba said. “Anyone between the ages of 8 and 16 can’t miss this thing.”
Other DVD extras include a behind-the-scenes featurette, an on-set video diary, show choir tips, an instructional dance video, two music videos with a karaoke sing-along function and a downloadable ringtone.
Rashba said Nickelodeon will rerun the movie to promote the DVD closer to the street date, and each DVD will have a sticker promoting Rock Band.
The tracks offered through the Rock Band promotion — “Break My Heart” and “Don’t Tell Me” — also will be available for purchase for Xbox 360 starting Feb. 3 and for PlayStation 3 starting Feb. 5, for 99 cents each.
Rock Band is produced by MTV Games, a division of Viacom, which also owns the Nickelodeon cable channel. The association helped facilitate the DVD promotion, Rashba said.
“This is their wheelhouse,” Rashba said. “It’s MTV Enterprises. It’s the music industry. It’s a perfect marriage.”