Relativity Media and Zynga have announced their partnership to promote the studio’s upcoming horror thriller ‘House at the End of the Street’ through the world’s leading provider of social games services. Zynga’s popular social game CityVille is sponsoring a movie ticket promotion, which marks the first time the game service has done an in-game ticket giveaway.
Zynga will use high profile in-game editorial placements to chose a select group of CityVille gamers to receive the special offer while playing. The trailer for ‘House at the End of the Street,’ which opens tomorrow, will appear on an in-game platform. After viewing the full trailer, CityVille players will have the chance to win tickets and receive a unique Fandango code for a free movie ticket.
The unique partnership will give Relativity the change to engage directly with the 78 percent of Zynga’s audience who go to the movies at least once a month in the past three months. Fifty percent of Zynga’s audience has seen a suspense-thriller in the past month.
Of the promotion with Zynga, Relativity’s President of Theatrical Marketing, Terry Curtin, said “we set out to create a fan event on opening weekend that is driven by our audience’s core community.” The studio’s Senior Vice President of Digital Marketing, Liz Jones, added “we are thrilled to partner with Zynga on such an innovative way to engage and activate moviegoers…we are incredibly excited to bring our film into their world in a new and unique way.”
“Zynga has been excited to work with Relativity Media on this groundbreaking campaign to promote the theatrical release of ‘House at the End of the Street,’” said Julie Shumaker, the vice president global sales at Zynga. “The collaboration speaks to the importance of Zynga’s audience to film and television show marketers.”
Written by: Karen Benardello