April 7, 2006

New Dance Film Promoted Through Video Mashups

Today the Antonio Banderas "Take the Lead" dance movie opens in theaters.

While I haven't read any positive reviews of this film, New Line Cinema's marketing strategy has generated a lot of buzz for its unconventional approach.

At the heart of its pre-release promotional efforts has been the music mashup feature on the official website that I wrote about on March 29th. In addition Internet users have been encouraged to create video mashups (video mixes) that are actually sanctioned by the studio - although at this point the video mashups appear to be semi-official and done by video DJs. Three video mashups are featured in the video section of the official movie site. And you can also watch the trailer and mashups on popular video services such as YouTube and Google.

Here's the official trailer and mashups so you can watch examples:

Watch Official Theatrical Trailer

Watch Addictive TV Remix

Watch Eclectic Method Remix

Watch DJ 2nd Nature Remix

Technorati Tags: dance, mashups, marketing, video

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