Warner Bros. Pictures and Turner Broadcasting System, Inc., both under the Time Warner Corporation, have come together in a huge way to celebrate the coming release of the wholly original family action adventure “Pan,” with exclusive content and messaging appearing across Turner’s youth, young adult and sports properties. The partnership leads into the film’s North American theatrical release on October 9.
Discover Your Neverland! Like the movie itself, the inspiration behind the partnership’s theme is to remind audiences everywhere of the importance of childhood wonderment, of creating a fantasy world to escape to and, most importantly, of the value of a child’s imagination.
Sue Kroll, President, Worldwide Marketing and Distribution, Warner Bros. Pictures, stated, “Joe Wright has created a larger-than-life version of Peter Pan that is exciting and compelling, and visually astounding. With the goal of bringing moviegoers everywhere together to ‘Discover Your Neverland,’ our marketing team and our partners at Turner have developed a focused and inspired strategy incorporating exclusive content from the film and its talented cast, including global star Hugh Jackman. Utilizing the broad reach of their various platforms, such as Cartoon Network, TNT and TBS, Turner has built the ideal creative environments for fans of all ages to engage in the wonder of Neverland, up to and through the release of the film.”
“This strategic partnership with Warner Bros. is a great showcase of Turner’s ability to combine targeting with unmatched creativity across our premium portfolio of networks,” said Dan Riess, Executive Vice President of Integrated Marketing and Branded Content, Turner Broadcasting Ad Sales. “By leveraging Warner Bros.’ powerful ‘Discover Your Neverland’ content, as well as having the right Turner properties put their own creative spin on that message through their unique voice, we are able to deliver a massive audience in a targeted and authentic way.”
With a late summer launch the week of September 14, Cartoon Network’s television broadcast medium led the charge with on-air executions featuring two all-new characters, “C” and “N,” interacting with “Pan” stars Hugh Jackman and Levi Miller as they each describe their own idea of Neverland, and showcase scenes from the movie. Beginning on October 2, TBS will air Jackman’s faux advertisement inviting viewers to escape the drudgery of their everyday lives by escaping to Neverland, where perks include mining, zip-lining and battling pirates! On TNT, where action and adventure are mainstays, the on-air execution will air beginning on October 3 and will feature Jackman offering up a means to find magic via a map to Neverland. On October 4, Turner Sports takes it out to the ball game with a three-tiered ad opportunity appearing throughout a Major League Baseball game. And from October 5 through 9, Jackman reveals to truTV fans just “How to find Neverland.”
The digital “Pan” experience Turner is bringing to users encompasses their vast landscape, leaving no stone in Neverland unturned. In concert with the broadcast debut on September 14, and running through October 11, Cartoon Network, the number one site for boys looking to enjoy animated video content, began tapping into both mobile and desktop environments with short, engaging custom videos featuring the stars of the film. Content was introduced throughout CartoonNetwork.com, including CN Games Hosting, and their top mobile applications: Cartoon Network APP and Cartoon Network Anything, and all high-impact interactive arenas.
The Cartoon Network App puts kids in control and allows them to discover content wherever, whenever. For the month leading up to and through the film’s opening weekend, it will feature, among other things, an all-encompassing “Pan”-dedicated section within its On Demand Viewing area, where kids can explore and revisit all “Pan”-related content at their fingertips. And the App’s all-new feature, The Mix, which allows users to custom curate their video experience, will feature interviews with Jackman, Miller and Garrett Hedlund, as well as Miller’s “Top 5 Heroic Moments” from the film.
CN Anything taps directly into a child’s curiosity by encouraging exploration while incorporating specific learning and development themes designed for kids age 6 to 11. For the first time ever in CN Anything, “Pan” will receive exclusive ownership of the environment, and welcome kids into the application via custom introductory videos with stars Miller and Hedlund, encouraging fans to engage with movie-themed activities and more peppered throughout: quizzes, trivia and polls, and Neverland-themed draw-and-paint, word puzzles, and interactive video quizzes.
CN Games Hosting will introduce three all-new “Pan” games: Mermaid Rescue, Become the Pan, and Escape to Neverland, created by Warner Bros. Within each environment, gamers will have the opportunity to view the latest “Pan” trailer.
Throughout the partnership’s flight, “Pan”-branded media will maintain an exclusive run within the Adventure Time franchise, in both games and video, across all platforms, with the content between on-air, digital and mobile connecting to kids everywhere, and social media opportunities connecting “Pan” fans to one another around the globe.
Finally, in support of “Pan,” fans will be further engaged through a custom-created multi-screen interactive pre-roll unit that runs across CartoonNetwork.com, mobile web and CN app. Users can interact with the unit by hovering over the lower third of the video, where interactive icons will pop-up, and clicking on the pop-up graphic, which will unveil further fun “Pan”-related activities and engaging video content.