Shaw Media debuts new advertising option
By Adnews Staff
Shaw Media of Toronto has introduced a new advertising option aimed at movie companies. The new method debuted on May 18 during the broadcast of the Warner Bros. film The Hangover on its Showcase specialty channel. At two times during the movie, advertising messages were displayed over suspended movie content, after which the film continued playing. The messages promoted the upcoming release of The Hangover Part III on May 23. "This is an exciting twist on a commercial break," said Errol Da-Ré, senior vice-president of sales at Shaw Media. "Warner Bros. wanted a campaign that matched the impact of the Hangover franchise and our MV team delivered in spades. Viewers will be mesmerized and fans will love the integration. It will work best if the movie we are promoting has a strong connection to the movie we are airing."