Your friendly neighborhood movie promotion

It’s clear that movie studios are realizing that promotional efforts around movies must move beyond Web sites, action figures, and fast-food tie-ins. Take the

It’s clear that movie studios are realizing that promotional efforts around movies must move beyond Web sites, action figures, and fast-food tie-ins. Take the reported deal between The Simpsons Movie and 7-Eleven to refit 11 storefronts to resemble the TV series’ signature Kwik-E-Marts.

Now, NYC & Co., New York's tourism marketing organization, and Columbia Pictures are capitalizing on the Spider-Man franchise’s New York locale by partnering on Spider-Man Week in NYC. The integrated, citywide initiative kicks off with the Tribeca Film Festival’s premiere of Spider-Man 3 on April 30 in Queens, the hometown of Spider-Man’s alter ego, Peter Parker.

From April 30 to May 6, the city’s five boroughs will host more than two dozen events, appealing to kids, comic fanatics, and even urban poets. Yes. Urban poets.

Among the events are a live spider exhibit at The American Museum of Natural History, sightseeing tours (in web-clad Gray Line buses) of city attractions seen in the Spider-Man films, a comic book collection display at the New York Public Library, Spider-Man training techniques and classes at Crunch gym, specials for redheads (a la Mary Jane) at Supercuts, and, closing out the week, a Spider-Man-themed urban rap competition at The Apollo.

"We're pleased to use the collective power of all our marketing and media resources to coordinate such an event," NYC & Co. CEO George Fertitta told the New York Daily News. "It's the kind of creative alliance we hope to do again in the future."

As someone who once introduced the Queensboro Bridge to my brother as the “Spider-Man bridge,” knowing he’d understand it better in that context, I think it’s a smart marketing move for the city.

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