The Paramount Pictures film “Interstellar” debuted in theaters last week, with an assist from a seven-school media buy.
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South Carolina fans were among those getting a peek at “Interstellar.”
Photo by: IMG COLLEGE
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Paramount’s college-focused ad buy inside football stadiums at California, Mississippi, Oregon, Rutgers, South Carolina, UCLA and Washington put the film’s trailer on video boards and its title on LED ribbon boards. IMG College said Paramount picked the schools, but wasn’t aware of how they were selected, other than trying to spread the studio’s buy across the country.
IMG College credited its parent company, William Morris Endeavor, for initiating the college marketing program in the weeks leading up to the movie’s opening on Nov. 5. IMG College said WME’s Hollywood connections opened the door for the buy from Paramount.
Radio and digital buys on IMG College networks were part of the buys for the film, which features Matthew McConaughey.
Earlier this football season, Sawyer Studios bought a 13-school deal to advertise the football movie, “23 Blast.”
In August, country music star and WME client Brad Paisley made a number of appearances wearing college gear to promote College Colors Day and the start of the season. He also appeared on ESPN’s “College GameDay.”
