Turner Broadcasting and Warner Bros. Pictures are partnering this May through a first-of-its-kind promotion around the sci-fi thriller “Edge of Tomorrow,” starring Tom Cruise and Emily Blunt, and directed by Doug Liman. This deal marks a first for Turner Broadcasting Ad Sales in aligning with a movie studio at this capacity, with messaging spanning the company’s leading entertainment, young adults, news and sports properties, and a first for Warner Bros. Pictures in providing this breadth of exclusive content to a partner. The promotion leads into the film’s domestic release on June 6.
Launching the week of May 5, LiveDieRetweet.com will serve as a digital hub featuring “Edge of Tomorrow” exclusive, daily content; consumer sweepstakes; social aggregator and more. Fans will be encouraged to tweet with “#livedieretweet” daily, prompting the site to reveal and unlock exclusive pieces of content as each day’s thresholds are reached. The site will provide a daily monitor to show fans how close they are to accessing that day’s featured content. Once the volume goals are achieved, the content is unlocked, providing fans access to the film’s 3D game, back stories, artwork and photography and much more. The more unique tweets that are shared each day, the faster the content is posted to the site. One piece of content will be featured daily, while from May 11-12 users experience the ultimate reward, when seven exclusive pieces are revealed. Fans will have the ability to share the content across their social channels.
Turner networks Adult Swim, TBS, TNT and truTV will ask fans to “Live.Die.Retweet.” through network-branded, on-air spots driving awareness for the exclusive, daily content and the “‘Edge of Tomorrow’ Red Carpet Premiere” sweepstakes. Fans can access the sweepstakes entry site at LiveDieRetweet.com from May 5-16, with one grand prize winner and a guest winning a trip to an “Edge of Tomorrow” fan event in New York. The grand prize includes a red carpet meet-and-greet with stars of the film Tom Cruise and Emily Blunt.
On Monday, May 12 at 3 pm/ET, LiveDieRetweet.com will feature the global premiere for the “Edge of Tomorrow” long-form, enhanced 3:30 IMAX trailer, with an introduction by Tom Cruise and Emily Blunt. Later that day, the same trailer will run exclusively across Adult Swim, CNN, TBS, TNT and truTV. For the West Coast feed, the trailer will predominantly run as a road block within the first commercial break of the 9 p.m./PT programs: “The Cleveland Show” on Adult Swim, “CNN Tonight with Bill Weir” on CNN, “Family Guy” on TBS, Turner Sports’ “Sprint Halftime Report” within the NBA Playoffs on TNT* and “Hardcore Pawn” on truTV. For the East Coast feed, all of the featured programming and timing within the 9 p.m. hour is the same, aside from placement within CNN and TNT/Turner Sports’ live programming, which will air within the Midnight/ET hour.
“Our partnership with Warner Bros. around ‘Edge of Tomorrow’ showcases the unparalleled promotional capabilities of both companies and the potential for big ideas when we come together,” said Donna Speciale, president of Turner Broadcasting Ad Sales. “By utilizing the demographic span of our portfolio, combined with a thoughtful multi-screen approach, results in a breakthrough campaign highlighting this anticipated film.”
“‘Edge of Tomorrow’ is a perfect film for Turner to showcase because it has something for everyone—a terrific story with gripping action, and compelling actors playing strong characters,” stated Sue Kroll, President, Worldwide Marketing and International Distribution. “We are thrilled to work with Turner in this unprecedented partnership, as their broad range of networks and extensive digital reach will give the film the exposure it deserves.”
Throughout the multi-week promotion social will play a key role in driving awareness for the multi-screen promotional event. Social handles for the media brands, as well as those for the stars of the movie, will communicate updates on exclusive content and more.
In addition to the long-form, enhanced IMAX “Edge of Tomorrow” trailer debut on the digital hub and on-air road block across the Turner networks, the trailer will have home page takeover across numerous Turner digital sites including FunnyOrDie.com, CNN Entertainment at CNN.com, TBS.om, teamcoco.com, TNTDrama.com and truTV.com. Digital media promotion promoting the film’s domestic debut will span the entire Turner Digital portfolio throughout the duration of the month.