MEC/Paramount Pictures International
March,2009
Watchmen - Print Launch (
For the launch of the new film ‘The Watchmen’ Paramount teamed up with Metro International to deliver a unique cover wrap promoting the film in France, Italy, and the UK.
The fake cover wrap was designed to follow the original theme and fitted to the comic book heritage, was a perfect way of giving people who have not read the comic an insight into the storyline of the film.
Branded distribution racks produced to hold the newspaper and stickers where distributed with the paper in France and Italy.
The campaign was a great success driving people to see the much-anticipated film, ‘The Watchmen’.
31% of Metro readers had not heard of the film prior to seeing the advertisement.*
The fake cover has proven to be a popular form of advertising that the readers said they would like to see more of as they thought it was a particularly effective way of advertising the film.
New, eye catching and effective are some of the words used by Metro readers to describe the advertisement.
46% said they read all or most of the advert, which demonstrates real engagement with the advert amongst the readers.*
As well as reaching a new audience, the advert served to educate the readers about the film and what is was about
(*)Source: Metro Life Panel Results Watchmen
Inside Cover
Watchmen Paper racks and hand distribution
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