Emap Secures King Arthur Movie Promotion For Zoo

Emap Advertising has announced an exclusive deal with movie makers Buena Vista International to promote their summer blockbuster King Arthur through men’s weekly title Zoo.

The tie-up is the first magazine advertorial purchase for Buena Vista International promoting a film release in the UK and will appear in Zoo on 27th July spread over two pages.

The advertorial, entitled ‘Pride of Britain‘, details the legend of King Arthur and covers Britain’s greatest ever battles and the weapons used within them. The promotion also features scenes from the movie starring current lad’s mag favourite, Keira Knightly.

Commenting on the promotion, Denise Parkinson, Emap Advertising’s head of film said “We are delighted to be working with BVI on a release of such high calibre, Zoo is leading the weekly market with this exclusive media first DPS advertorial.”

Lee Jury, marketing director for BVI, added: “Zoo delivers high numbers of young male readers on a weekly basis providing a highly targeted promotional environment three days before the film is released.”

It was recently revealed that the success of Zoo, and its rival IPC’s Nuts, is impacting upon the circulations of monthly mens magazines such as Loaded and FHM, canibalising readership and causing concern amongst publishers (see Nuts And Zoo Hit Sales Of Monthly Lads’ Mags).

Earlier this week Emap unveiled a new look for monthly men’s stalwart FHM, building on months of consumer research and including several new sections in the revamped title (see Emap Unveils New Look FHM To Boost Readership Figures).

Emap: 01733 568 900 www.emap.co.uk

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