Turner Broadcasting and Warner Bros. Pictures Unite for "Edge of Tomorrow" Expansive Promotion
First-of-Its-Kind Movie Studio Deal Featuring Multiple Forms of Exclusive Content
to Span Turner's Portfolio Including
Adult Swim, CNN, Funny Or Die, TBS, TNT, truTV and Turner Sports
LiveDieRetweet.com to Feature Worldwide Trailer Debut, Exclusive Content,
Social Feed and "'Edge of Tomorrow' Red Carpet Premiere" Sweepstakes
Turner Broadcasting and Warner Bros. Pictures are partnering this May through a first-of-its-kind promotion around the sci-fi thriller "Edge of Tomorrow," starring Tom Cruise and Emily Blunt, and directed by Doug Liman. This deal marks a first for Turner Broadcasting Ad Sales in aligning with a movie studio at this capacity, with messaging spanning the company's leading entertainment, young adults, news and sports properties, and a first for Warner Bros. Pictures in providing this breadth of exclusive content to a partner. The promotion leads into the film's domestic release on June 6.
Launching the week of May 5, LiveDieRetweet.com will serve as a digital hub featuring "Edge of Tomorrow" exclusive, daily content; consumer sweepstakes; social aggregator and more. Fans will be encouraged to tweet with "#livedieretweet" daily, prompting the site to reveal and unlock exclusive pieces of content as each day's thresholds are reached. The site will provide a daily monitor to show fans how close they are to accessing that day's featured content. Once the volume goals are achieved, the content is unlocked, providing fans access to the film's 3D game, back stories, artwork and photography and much more. The more unique tweets that are shared each day, the faster the content is posted to the site. One piece of content will be featured daily, while from May 11-12 users experience the ultimate reward, when seven exclusive pieces are revealed. Fans will have the ability to share the content across their social channels.
Turner networks Adult Swim, TBS, TNT and truTV will ask fans to "Live.Die.Retweet." through network-branded, on-air spots driving awareness for the exclusive, daily content and the "'Edge of Tomorrow' Red Carpet Premiere" sweepstakes. Fans can access the sweepstakes entry site at LiveDieRetweet.com from May 5-16, with one grand prize winner and a guest winning a trip to an "Edge of Tomorrow" fan event in New York. The grand prize includes a red carpet meet-and-greet with stars of the film Tom Cruise and Emily Blunt.
On Monday, May 12 at 3 pm/ET, LiveDieRetweet.com will feature the global premiere for the "Edge of Tomorrow" long-form, enhanced 3:30 IMAX trailer, with an introduction by Tom Cruise and Emily Blunt. Later that day, the same trailer will run exclusively across Adult Swim, CNN, TBS, TNT and truTV. For the West Coast feed, the trailer will predominantly run as a road block within the first commercial break of the 9 p.m./PT programs: "The Cleveland Show" on Adult Swim, "CNN Tonight with Bill Weir" on CNN, "Family Guy" on TBS, Turner Sports' "Sprint Halftime Report" within the NBA Playoffs on TNT* and "Hardcore Pawn" on truTV. For the East Coast feed, all of the featured programming and timing within the 9 p.m. hour is the same, aside from placement within CNN and TNT/Turner Sports' live programming, which will air within the Midnight/ET hour.
"Our partnership with Warner Bros. around 'Edge of Tomorrow' showcases the unparalleled promotional capabilities of both companies and the potential for big ideas when we come together," said Donna Speciale, president of Turner Broadcasting Ad Sales. "By utilizing the demographic span of our portfolio, combined with a thoughtful multi-screen approach, results in a breakthrough campaign highlighting this anticipated film."
"'Edge of Tomorrow' is a perfect film for Turner to showcase because it has something for everyone - a terrific story with gripping action, and compelling actors playing strong characters," stated Sue Kroll, President, Worldwide Marketing and International Distribution. "We are thrilled to work with Turner in this unprecedented partnership, as their broad range of networks and extensive digital reach will give the film the exposure it deserves."
Throughout the multi-week promotion social will play a key role in driving awareness for the multi-screen promotional event. Social handles for the media brands, as well as those for the stars of the movie, will communicate updates on exclusive content and more.
In addition to the long-form, enhanced IMAX "Edge of Tomorrow" trailer debut on the digital hub and on-air road block across the Turner networks, the trailer will have home page takeover across numerous Turner digital sites including FunnyOrDie.com, CNN Entertainment at CNN.com, TBS.om, teamcoco.com, TNTDrama.com and truTV.com. Digital media promotion promoting the film's domestic debut will span the entire Turner Digital portfolio throughout the duration of the month.
About "Edge of Tomorrow"
Live. Die. Repeat. Oscar(R) nominee Tom Cruise and Emily Blunt star in Warner Bros. Pictures' and Village Roadshow Pictures' sci-fi thriller "Edge of Tomorrow," under the direction of Doug Liman.
The epic action of "Edge of Tomorrow" unfolds in a near future in which an alien race has hit the Earth in an unrelenting assault, unbeatable by any military unit in the world.
Major William Cage (Cruise) is an officer who has never seen a day of combat when he is unceremoniously dropped into what amounts to a suicide mission. Killed within minutes, Cage now finds himself inexplicably thrown into a time loop - forcing him to live out the same brutal combat over and over, fighting and dying again�and again.
But with each battle, Cage becomes able to engage the adversaries with increasing skill, alongside Special Forces warrior Rita Vrataski (Blunt). And, as Cage and Rita take the fight to the aliens, each repeated encounter gets them one step closer to defeating the enemy.
The international cast also includes Bill Paxton, Brendan Gleeson, Noah Taylor, Kick Gurry, Dragomir Mrsic, Charlotte Riley, Jonas Armstrong, Franz Drameh, Masayoshi Haneda and Tony Way.
Liman directed "Edge of Tomorrow" from a screenplay by Christopher McQuarrie and Jez Butterworth & John-Henry Butterworth, based on the novel entitled All You Need is Kill by Hiroshi Sakurazaka. Erwin Stoff produced, along with Tom Lassally, Jeffrey Silver, Gregory Jacobs and Jason Hoffs. The executive producers are Doug Liman, David Bartis, Joby Harold, Hidemi Fukuhara and Bruce Berman, with Tim Lewis and Kim Winther serving as co-producers.
Warner Bros. Pictures presents, in association with Village Roadshow Pictures, a 3 Arts Production, in association with Viz Productions, a Doug Liman Film, "Edge of Tomorrow." Opening domestically on June 6, 2014, the film will be distributed in 2D and 3D in select theatres and IMAX by Warner Bros. Pictures, a Warner Bros. Entertainment Company, and in select territories by Village Roadshow.
This movie has been rated PG-13 for intense sequences of sci-fi action and violence, language and brief suggestive material.
About Turner Broadcasting Ad Sales
Turner Broadcasting Ad Sales monetizes the company's portfolio of leading news, sports, kids and entertainment properties through advertising and brand activations. Attracting a wide-scale audience of diverse consumers, the collection includes leading media brands CNN, HLN, TBS, TNT, truTV, Cartoon Network, Boomerang, Adult Swim, Bleacher Report and Turner Sports' high-profile coverage of the NBA, NASCAR, MLB, NCAA and PGA. In addition, the company has digital sales partnerships with Funny Or Die, the NBA, NCAA and PGA.
TBS is part of Turner Broadcasting System, Inc., a Time Warner company. Turner Broadcasting creates and programs branded news; entertainment; animation and young adult; and sports media environments on television and other platforms for consumers around the world.
*Exact timing pending length of the first half of that night's featured NBA Playoff game on TNT.