Telegraph Revives Wimbledon With Film Promotion
The Daily Telegraph has caught tennis fever a month too late, by securing forthcoming Brit flick Wimbledon for its Movie Monthly promotion and offering readers the chance to see the film for free before anyone else.
The free screenings of the film, the latest release from Working Title Films, will be supported by an radio advertising campaign throughout September on Classic FM, Heart and Jazz FM in London, and editorially with an interview with lead actress Kirsten Dunst.
The film is a romantic comedy starring Paul Bettany and Kirsten Dunst following an unlucky tennis player scoring ‘love’ both professionally and personally. Seeded near the bottom of the world tennis rankings, he manages to score a wild card, allowing him to play at Wimbledon. There, he meets and falls in love with American tennis star Lizzie Bradbury, played by Dunst.
Mark Dixon, marketing director at Telegraph Group Limited, explained the newspaper’s latest promotion, stating: “The Daily Telegraph has more cinema-going readers than any other broadsheet so our Movie Monthly promotions are always popular, often achieving attendances of between 80 and 90 percent. We’re delighted to be able to offer our readers the chance to see Wimbledon before it is on general release.”
To claim tickets for the free screenings readers must collect two in-paper tokens and present them to a participating UGC Cinema. The promotion follows a similar extension of movie coverage by rival newspaper The Times.
The Times recently announced a two month cross promotional campaign with film channel TCM, targeting the nation’s film buffs and publicising its Film First screenings of the autumn’s most-anticipated movies.
The promotion, similar to the Telegraph‘s Movie Monthly, will see The Times sponsor TCM’s Thursday Night at The Movies programming strand as well as providing 50 pairs of tickets for each of its Film First screenings for TCM viewer competitions (see The Times Signs Movie Promotion Deal With TCM).
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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