Dose taken over by Batman Begins promotion
By Adnews Staff
Warner Bros. Canada is conducting a promotion for its film "Batman Begins" in association with the publication Dose that will include a "takeover" of today's issue to coincide with the release of the movie. Dose is the exclusive print sponsor of the film in the five markets in which it is distributed: Ottawa, Toronto, Calgary, Edmonton and Vancouver. During the week leading up to today's premiere of the film, the free daily publication has been running advertising and "content components" related to the movie. Today's issue of Dose will contain interviews with people involved in the film, a contest for passes to an advance screening; bat-related images in the 'Spread" section, bat-themed products in the "Covet" section, which will also be given away through a contest, and other content through the magazine. "The 'Batman Begins' takeover issue of Dose is a fantastic example of two brands coming together to offer compelling content to our audience while delivering a breakthrough integrated program for a key partner," said Mark Shedletsky, the publication's marketing director. Dose is owned by CanWest MediaWorks, a division of CanWest Global Communications.