CAPITAL C CONDUCTS CHRONICLES OF RIDDICK PROMOTION
By Adnews Staff
Toronto-based Capital C conducted a campaign last month in support of the Universal Studios Home Entertainment release of the film "The Chronicles of Riddick" on DVD. The campaign included promotional marketing, public relations and interactive elements. An emailed invitation sent to journalists linked to a Web-based presentation on the movie's special effects. This material was developed by Capital C Interactive. The concept and strategy came from Capital C Public Relations. PR activities included a contest on Space TV and a contest conducted through Toronto comic book store The Silver Snail. The agency also create an on-package promotion. Consumers who found a glow-in-the-dark game piece in the DVD or VHS packaging could win one of 50 Xbox prize packages. The media plan for was handled by MPG|maxxmedia. The film was released on Nov. 16. The campaign is ongoing.