Alliance Atlantis promotes new movie in Habbo Hotel
CHUM Interactive and Alliance Atlantis Motion Picture Distribution have begun an online promotion for the upcoming release of the film "Take the Lead" in association with Habbo Hotel. The hotel is an online multiplayer game and social space aimed at teenagers. During the four-week campaign, the hotel's dance club will be sponsored by Alliance Atlantis and renamed the Take the Lead Dance Hall. Pairs of players can sign-up for lessons in which their on-screen characters will learn to dance in the style of the movie. At the end of the campaign a dance contest will be held. Ten pairs of finalists will dance for the in-game audience on April 5. Players will vote for the winners, who will be announced on April 12. The film will open on April 7. The Canadian version of Habbo Hotel is operated by Sulake Canada in association with CHUM Interactive. "This campaign is a great example of how the barriers between advertiser and audience can be broken, as the target audience gets to interact with the movie property in their very own Habbo universe," said David Weiser, executive producer at Sulake Canada.