New Line Goes Mad for Mashups with “Take the Lead” Campaign
New Line Cinema has set the bar for online movie promotion with its newest release “Take the Lead”, which opened last Friday. The film centers on a dance teacher (Antonio Banderas) who touches the lives of a group of New York City high school students by bringing ballroom dancing into their lives. With box office sales flat across the industry, New Line had nothing to lose and everything to gain by maxing out the film’s online promotion and exposure.
Although the film received a mixed review in last Friday’s New York Times, New Line has teamed up with retail outlets, restaurants, and Pump Audio to make sure the film’s trailer reached an online audience before the opening and to continually promote the film now that it has opened. From the looks of the various sweepstakes and promotions associated with the film, New Line has done a good job targeting the film’s teen and possibly young adult audience. Trailers can be watched on Google Video, iFilm, MySpace, and YourTube.
Although the film’s official website offers downloads, plenty of sweepstakes, and assorted screen shots, the most inventive promotional tool comes courtesy of Pump Audio, who licensed out the music for the site’s Mash-Up Machine. New Line Cinema selected music from Pump — a New York-based agency connecting independent musicians with buyers in mainstream media — to include in the Mash-Up section of the site where moviegoers can create their own songs by mixing tracks across musical genres.
“In Take the Lead, the students mix their hip-hop culture with the classical ballroom dancing of their teacher. The Mash-Up Music Machine (below) puts the same type of mixing into the hands of the audience,” said Aaron Sugarman, vice president of interactive marketing at New Line Cinema in a statement. “Pump Audio played a critical role by connecting us with a wide selection of high-quality digital music that was ready for use on the Web and free of copyright and licensing issues.”
Regarding New Line’s integration of the Machine, which offers more than 50 tracks from a variety of genres including Latin, jazz, hip-hop and soul, Pump CEO/Founder Steve Ellis adds, “New Line Cinema is breaking new ground by blending great independent music into an interactive experience where anyone can create a hot musical mix online. By providing an easy way for music to be used across media, Pump Audio offers producers and editors more opportunity to meet the growing global demand for digital content.”
Of course, the sweepstakes that New Line has lined up surrounding the film also deserves mention. Moviegoers who visit the official site will also find links to the the many sweepstakes partners involved in this campaign. Users can Scratch-N’-Win music with Hardee’s and Carl Jr’s to win an iPod and play an online game to win entry into the grand prize drawing for a 30″ TV, home entertainment system, as well as a Dance Dance Revolution Extreme 2 game and accompanying dance pad from Konami. Bloggers, of course, are also given their forum to rant and/or rave about the Banderas vehicle.
New Line and Sally Beauty, a beauty supply store based in Denton, Texas, provided one additional cross-promotion, whereby “prom beauty packages” are being distributed throughout Sally chains. The package itself includes promotion posters displayed in stores and 22,000 booklets titled “Prep for Prom”, which also booklet includes information about the sweepstakes and several coupons.
Judging from this weekend’s box office tallies, fans didn’t necessarily storm the theater for Take the Lead, but were curious enough to help it land in third place with a $12.8 million take. But regardless if people continue flooding the theaters for this dance-heavy ditty, New Line has already got them taking charge online.
Care to do some monster mashes yourself? Then tango on over to http://taketheleadmovie.com/
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