The last time a movie did something this head-turning was The Simpsons Movie when they converted dozens of 7-Eleven Stores into Kwik-E-Marts. It wasn’t just about branding the stores with movie posters & characters from the The Simpsons: they sold items that until now existed only on the show: Buzz Cola, KrustyO’s cereal and Squishees. That was audacious and big.
And the website is even better.
With ideas like these, movie markets itself. One doesn’t need desperate ploys to lure people into the theatre. Sure, it sets up huge expectations from the movie – but very importantly it strengthens the ‘movies are magic’ perception.