MTV To Co-Star With Dracula

MTV Europe plans to launch a major consumer advertising cinema campaign on Friday, in conjunction with the first showing of Dracula. The satellite music station chose the movie deliberately as it is ‘inherently appealing to the youthful audience’ at which MTV’s advertisement is aimed.

MTV plans to screen the campaign with other appropriate films during the year in an attempt to enhance its image to a greater audience. Director of marketing for MTV, Peter Einstein explains “we decided that cinema would be the most effective medium for conveying the excitement of the channel to our target audience”.