Shaw Media unveiled today an innovative way for some movie advertisers to engage viewers with a dramatic new approach to commercial breaks known as a live on screen integration. A first of its kind for Shaw Media, Warner Bros. will be the lead client to take part in this unique integration to promote its release of The Hangover Part III within Showcase’s May 18th Big Ticket Movie airing of The Hangover (10pm ET/7pmPT).
During the broadcast of The Hangover, fans will experience a rare and entertaining movie content shift, which will reveal select details of The Hangover Part III, set for release May 23. The details will appear in the form of a special message delivered over suspended content, after which The Hangover will return to where it left off. Viewers will have to tune in on May 18th to see when and how the message will be delivered. Two of these integrations are planned during The Hangover broadcast.
“This is an exciting twist on a commercial break,” said Errol Da-Ré, Senior Vice President, Sales for Shaw Media. “Warner Bros. wanted a campaign that matched the impact of the Hangover franchise and our MV team delivered in spades. Viewers will be mesmerized and fans will love the integration.” Da-Ré went on to explain that this new approach won’t always fit a movie campaign. “It will work best if the movie we are promoting has a strong connection to the movie we are airing.”
A fifteen second promotional spot will direct viewers to the Big Ticket Movie presentation, which will include The Hangover Part III billboard. Brand spots will surround the live on screen integration.