This Sunday, Sony Pix will air The Adventures of Tintin: The Secret of the Unicorn. Directed by Steven Spielberg, the film draws its plot from three of the original comic books: The Secret of the Unicorn, Red Rackham's Treasure and The Crab with the Golden Claws.
A week ago, we spoke to Himmat Butalia, marketing head of Sony Pix, about the property. Commenting on the audience that the channel expects to tune in for Sony Pix’s ‘Movie of the year’, Butalia said, “It’s targeted both at kids and people of an older age group in the 25-40 years bracket, who grew up on the comics. Kids and teenagers weren’t really exposed to the comics, but after the movie got released, interest picked up. So even they are very interested in the character now.”
On the marketing strategy to spike interest, besides outdoor, trade, print, TV and radio, the channel intended to partner with the Comic Con Festival in Bengaluru (held last weekend) and create a zone with games there. Additionally, plans had been chalked up for a treasure hunt for college students, and partnering with Yahoo! and Google. "Digital has always been important for interactivity, so there are two games on the digital platform. The games (Game 1
and Game 2
) are developed by our Los Angeles team, but we also work with Digit9 here," said Butalia.
The presenting sponsor is Colgate, while the property is powered by Royale. Londonderry, HP, Myntra.com, LIC and Axis Bank are associate sponsors.