Ain't global media life strange? Rupert Murdoch's movie company is about to promote its latest action film, Jumper, through a tie-up with Lord Rothermere's newspaper company, Associated.
A double-layered cover wraparound promoting the Twentieth Century Fox movie will be carried by Associated's free title Metro tomorrow morning. In another twist, the deal was brokered by Metro International, the Swedish-run company that - despite being a rival to Associated - sells pan-European advertising on its behalf.
The fact that Jumper is opening in eight European countries explains Metro International's part in obtaining the promotion.
And what does double-layered mean? Well, the outer page has a hole cut in it so that the lead character, played by Hayden Christensen, can be seen through it into the inside page.
Mark Gent, vice president of media at Twentieth Century Fox International, explained that the premise of the movie is that the main character has the ability to teleport (or jump) wherever he pleases in the world. "This creative format... allows us to bring to life the concept of jumping in a tangible and visually arresting way." He also used that terrible word "impactful", but I skipped that.
Anyway, it also proves, does it not, that News Corp promotions can "jump" to rival companies too? I'm sure Lord Rothermere will welcome the extra revenue from the man who has forced him into an expensive war on London's streets. (Source: mad.co.uk)
