o-branded promotional tie-ins for Hollywood movies witnessed another example last month. Sony Pictures Entertainment (SPE) continued its style of promotions for Hollywood titles, this time with the C S Lewis masterpiece, Chronicles of Narnia - The Lion, The Witch and The Wardrobe. Positioned as a 'fantasy adventure' this is the year's first 'event' film which released with 100+ prints and was also dubbed in Hindi and Tamil.�It enjoyed the third-biggest opening of 2005 with $65.6 million in the US (three-day period December 9 to 11, 2005).

SPE tied up with Star Network for an exclusive nine-minute preview of the film across the network supported by over 250 spots involving contests with prizes to Disneyland Hong Kong and a trip to New Zealand. Then, in a tie-up with Tourism New Zealand, tour packages were given away through contests promoted across retail majors like Crossword and Planet M, through Indiatimes and the Star Network. ... more