Warner Home Video Canada promotes Matrix release
By Adnews Staff
Warner Home Video Canada conducted a street marketing campaign in Toronto, Vancouver and Montreal this week to promote the release of the Matrix trilogy of films on Blue-ray discs.Promotional workers dressed as characters from the films were present at areas of high foot traffic during morning rush hours, carrying banners and distributing leaflets that read, "Beware! The Matrix is coming!" The initiative also included sidewalk chalk drawings representing portals between the Matrix and the real world. The campaign was developed by Field Day of Toronto. "The Matrix has a very knowledgeable fan base," says agency president Andrew Arntfield. "So we wanted to ensure that we were true to the spirit of the films and the characters. We think the campaign embodies that spirit."