WB Pictures, TBS Screen Major 'Edge' Marketing Deal

Offering up a first-of-its-kind movie promotional deal, Turner Broadcasting and sister company Warner Bros. Pictures will be running a massive marketing deal for sci-fi summer release “Edge of Tomorrow.”

The companies say the deal -- which will span virtually all media platforms of Turner Broadcasting, including TNT, TBS' Adult Swim, CNN, Funny Or Die, truTV and Turner Sports -- will include network-branded, on-air spots, and will feature extensive exclusive video and other content from Warner Bros. that will run on Turner properties.

Major marketing components include efforts where fans will be encouraged to tweet with #livedieretweet daily, prompting the site -- LiveDieRetweet.com -- to reveal and unlock exclusive pieces of content. The site will monitor daily fans' activity -- a scorecard of how close they are to accessing that day's featured content.

Once the volume goals are achieved, the content is unlocked, which includes the film's 3D game, back stories, artwork and photography. One piece of content will be featured daily.

Also, network-branded, on-air spots look to boost awareness for a sweepstakes entry site, from May 5-16, with one grand prize winner and a guest winning a trip to an “Edge of Tomorrow” fan event in New York. That includes a red carpet meet-and-greet with the film's stars: Tom Cruise and Emily Blunt.

A long-form, enhanced IMAX “Edge of Tomorrow” trailer will debut as a roadblock across the Turner networks, and the trailer will have home page takeover across numerous Turner digital sites.

Donna Speciale, president of advertising sales for Turner Broadcasting, stated: “By utilizing the demographic span of our portfolio, combined with a thoughtful multiscreen approach, results in a breakthrough campaign highlighting this anticipated film."

The movie will have its U.S. domestic release on June 6. Financial details of the deal were not disclosed.

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