[04/21/14 - 12:36 PM]
El Rey Network Seduces Consumers with New "Slaves for Santanico" Party Line Promotion in Support of First Scripted Original, "From Dusk Till Dawn: The Series"
The innovative marketing program, rolling out April 21 through May 21, is timed to support the airing of the series' final four episodes.

[via press release from El Rey Network]


El Rey Network Celebrates Iconic Character With Social Program That Asks: 'What would you do for Santánico Pandemonium?'

New York, April 21, 2014--El Rey Network today announced a new multi-platform promotional initiative titled "Slaves for Santánico" designed to drive fan engagement and sampling for El Rey Network's first original scripted series "From Dusk Till Dawn: The Series." The innovative marketing program, rolling out April 21 through May 21, is timed to support the airing of the series' final four episodes, beginning with episode 107 (airing April 29) which features Eiza Gonzalez as Santánico Pandemonium. Credited for launching actress Salma Hayek's career, the Santánico character has been etched into the memory of fans around the globe and in episode 107, entitled "Pandemonium," Gonzalez will reenact the iconic snake dance from the cult classic film (which features special makeup effects by "The Walking Dead's" award winning makeup guru, Greg Nicotero, who oversees makeup effects for the El Rey Network series).

The Santánico party line (1-800-315-2744) will lure callers into a highly responsive two to three minute conversation where Santánico herself seduces them into answering the question "What would you do for Santánico Pandemonium?" The personal experience will vary based on caller responses, making for an unforgettable and unduplicated encounter for users. The campaign, conceived by Campfire, part of SapientNitro, with media planning by Media Storm, and technology provided by Dinah Moe, will allow El Rey Network to capture participant responses. The most creative answers will be recreated as visual postcards and posted on a customized TUMBLR page, hosted on SlavesForSantánico.com, and shared via El Rey Network's extensive social platforms. As a parting gift to her most devoted "worshippers," Santánico will provide a passcode where fans can log on to SlavesForSantánico.com and collect exclusive "From Dusk Till Dawn: The Series" digital goods.

The full brand experience will target consumers through advertising on three platforms including mobile, radio and out-of-home. Santánico Party Line branded voice-activated urinal cakes and burlesque-style posters will be distributed in designated bars throughout New York and Los Angeles. Mobile ads will be activated to simulate incoming calls from Santánico and targeted radio spots featuring Santánico and Carlos Madrigal (portrayed in the series by Wilmer Valderrama) will tempt fans to dial in and become "Slaves for Santánico."

Chad Blankenship, El Rey Network's Vice President, Consumer Marketing & Communications, said: "From Dusk Till Dawn's iconic characters are the perfect jumping off point for this innovative, multi-platform initiative. The party line and creative campaign activations leverage Santánico Pandemonium's enormous popularity and invite fans to participate more deeply in the series narrative. The concept is sure to entice new viewers and appeal to the highly coveted demo of men 18-49, including the all-important millennial fan base."

"From Dusk Till Dawn: The Series" is centered around bank robber, Seth Gecko (D.J. Cotrona) and his violent, unpredictable brother, Richard "Richie" Gecko (Zane Holtz), who are wanted by the FBI and Texas Rangers Earl McGraw (Don Johnson) and Freddie Gonzalez (Jesse Garcia) after a bank heist leaves several people dead. While on the run to Mexico, Seth and Richie encounter former pastor Jacob Fuller (Robert Patrick) and his family, whom they take hostage. Using the family RV to cross the border, chaos ensues when the group detours to a strip club that is populated by vampires. They are forced to fight until dawn in order to get out alive. The series deepens the tone and expands the storyline of the film, adds new characters and backstories, and explores the Mesoamerican mythology behind the creatures inside the club. Miramax, producing studio and distributor of the original film, is a producing partner and distributing the series internationally in all territories. Entertainment One Television (eOne) exclusively represents DVD and EST rights in the US and Canada for the program.

"From Dusk Till Dawn: The Series" is an El Rey Network production in association with Rodriguez International Pictures, FactoryMade Ventures, Sugar Cane Entertainment and Miramax. Executive producers are Robert Rodriguez, Carlos Coto (also showrunner) and FactoryMade Ventures and El Rey Network co-founders John Fogelman and Cristina Patwa. Diego Gutierrez is writer and co-executive producer.

# # #

About El Rey Network:

El Rey Network is a new 24-hour English-language network founded by maverick filmmaker Robert Rodriguez. Curated by Rodriguez and his artistic collective, the network will unite the most culturally diverse generation in history through fearless, badass and original content that awakens the renegade in everyone. The network's action-packed content is anchored by original signature dramas, feature films, grindhouse genre, cult classic action and horror/sci-fi. El Rey Network LLC (www.elreynetwork.com) is jointly owned by Robert Rodriguez and FactoryMade Ventures with a minority stake held by Univision Networks & Studios, Inc.

About FactoryMade Ventures:

Founded by John Fogelman and Cristina Patwa, FactoryMade develops, produces and oversees media and entertainment franchises in partnership with leading Hollywood talent and global brands and investors. The company founded El Rey Network and Tres Pistoleros Studios with renowned filmmaker Robert Rodriguez and Univision Communications, Inc. It also forged a joint venture with leading Mexican wrestling league Lucha Libre AAA and four-time Emmy� Award winner Mark Burnett and Hearst Corporation's One Three Media. It executive produces a slate of scripted and non-scripted television shows including From Dusk Till Dawn: The Series, the remake of the cult classic by Rodriguez and Quentin Tarantino, and Matador, an original production with Bob Orci and Alex Kurtzman. Previously, the team spearheaded the creation of Hasbro's film business and television business with Transformers, G.I. Joe, Hasbro Studios and the Hub Network with Discovery Communications, and created retail's first digital gaming and commerce platform HSN Arcade.

About Miramax

Miramax is a leading worldwide film and television studio with a library of more than 700 motion pictures containing some of the most original and acclaimed independent films, such as Pulp Fiction, Chicago, Good Will Hunting, The English Patient, Life is Beautiful, and City Of God - as well as scores of commercially successful films such as Bridget Jones's Diary and the Scream, Scary Movie and Spy Kids franchises. Collectively, the Miramax library has received 284 Academy Award� nominations and 68 Oscars�, including four Best Picture awards. Miramax's world-class global distribution team has successfully brought this acclaimed collection of titles to existing and emerging platforms in nearly every country in the world. Miramax's new development projects include both TV and film. Currently the studio is working with industry luminaries to create new derivative television series based on their respective award-winning stories and characters. These titles include Gangs of New York with Martin Scorsese, Cop Land with James Mangold, and Robert Rodriguez's From Dusk Till Dawn: The Series, currently in active production. Miramax, together with Sony's Screen Gems, will release Jeremy Garelick's film The Wedding Ringer (starring Kevin Hart, Josh Gad and Kaley Cuoco) on January 16, 2015. Miramax was purchased in 2010 by Qatar Holding, together with the investor group led by Miramax Chairman Thomas J. Barrack, Jr.'s Colony Capital, and is headquartered in Santa Monica, California with a sales office in London. Social Media Facebook: facebook.com/Miramax Twitter: twitter.com/Miramax Instagram: instagram.com/Miramax Pinterest: pinterest.com/Miramax

About Entertainment One (eOne)

Entertainment One Ltd. (LSE: ETO) is a leading international entertainment company that specializes in the acquisition, production and distribution of film and television content. The company's comprehensive network extends around the globe including Canada, the U.S., the UK, Ireland, Spain, Benelux, France, Germany, Scandinavia, Australia, New Zealand, South Africa and South Korea. Through established Entertainment and Distribution divisions, the company provides extensive expertise in film distribution, television and music production, family programming and merchandising and licensing. Its current rights library is exploited across all media formats and includes more than 35,000 film and television titles, 2,800 hours of television programming and 45,000 music tracks. eOne Television develops, produces, acquires and distributes programming across all genres. eOne handles international distribution for original scripted series from AMC (including upcoming dramas Turn and Halt & Catch Fire) and Sundance Channel (including upcoming series The Red Road). The company is the studio and international distributor behind the AMC series, Hell on Wheels, and along with Fox International Channels, in addition to the international distributor for the zombie-phenomenon, The Walking Dead. Some of eOne's current slate includes Discovery Channel's mini-series starring Sam Shepard, Klondike; exciting new werewolf drama, Bitten on Syfy and Space; suspense-drama starring Thandie Newton, Rogue on DIRECTV; popular hit series Haven on Syfy and Shaw; action-packed drama series Rookie Blue on ABC; hit reality series The Sheards on BET and Mary Mary on WEtv; preschool-phenom Peppa Pig on Nick Jr.; and a series of specials of Big Surprise on E! Entertainment featuring stars such as Nick Cannon and Macklemore. Through strong relationships with broadcasters and content providers, eOne Television International has successfully sold eOne's original and third-party productions to over 500 broadcasters in 150 countries, including key US networks and international pay TV channels. http://www.entertainmentonegroup.com Twitter: @eOne_TV

  [april 2014]  


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