Stone Cold Stunner: WWE Puts Weight Behind “The Condemned”

By John Ourand, Staff Writer

Steve Austin (r) Busy Promoting "The Condemned"

Always known as shrewd marketers, the WWE has embarked on an innovative marketing campaign to support its third film, “The Condemned,” which premieres tomorrow. Company execs decline to say how much the marketing campaign costs or any monetary value to the campaign. “There is a huge value to the on-air exposure our own shows provide,” said Geoff Rochester, WWE Senior VP/Marketing. “We’re very good at vertically integrating our content.” What makes this campaign unique is that the WWE and its partner, Lionsgate, also integrated its content on other networks. For example, “Stone Cold” Steve Austin, who stars in the film, appeared on MTV’s “Road Rules” earlier this week, and radio host Adam Carolla used a movie-based promotion on his show. The companies also are using a guerilla marketing tactic, where orange jump-suited chain gangs have been passing out promotional material in eight markets this week. Execs would not speculate what the movie’s box office take would be this weekend. “It’s all about the opening weekend,” Rochester said. “We don’t expect much of a drop off in the second weekend, despite the power of ‘Spider-Man 3.’”