Over the years, San Diego Comic-Con, which kicks off its 46th year today, has become one of the premiere events on the entertainment calendar, as major film studios and TV networks have used it as an opportunity to plug their upcoming fare. But that tide is turning as more and more major film studios opt out of the four-day gathering of comic-book and pop-culture aficionados.
20th Century Fox
Snapchat is set to cash in on its surreal selfies. Eight months after securing 20th Century Fox for its first sponsored lens to promote The Peanuts Movie, the number of marketers signing on for Snapchat's bespoke filters has steadily grown.
Social media has not been kind to this Twentieth Century Fox billboard for X-Men: Apocalypse, which shows the titular villain, Apocalypse, choking Mystique, with Rose McGowan urging others to yell at Fox about using imagery of a violent act against a woman to sell the movie.
For the first time, a web series about fake movie trailers reached beyond movie buffs and comic book fanboys to the producers, studios and stars that make the real films. ScreenJunkies' Honest Trailers, which has close to 1 billion views since its start in 2012, is now starting to leverage that burgeoning Hollywood relationship.
Publicis Groupe agency SapientNitro has entered into a multiyear deal with James Cameron's Lightstorm Entertainment and 20th Century Fox to bring a digital Avatar experience to life. The project will kick off before the second film debuts in 2018 and extend through the release of the next four sequels.
In advance of the X-Men: Apocalypse release next month, and in partnership with 20th Century Fox, Coldwell Banker has created a fun, fictional listing for the X-Men's X-Mansion. Retailing for a mere $75,850,000, the house includes 24 bedrooms, a private lake, a basketball court and health spa, an indoor jet hangar, and—for you smart home tech-junkies out there—an "underground R&D lab with a fully functioning power amplification device" (better known as Cerebro). But that's far from everything. "Featuring three lavish stories, in addition to a main basement and two sub-basements, this property is built to survive even the most catastrophic apocalypse," the ad reads.
From opening a cool experiential space in New York's trendy Meatpacking District to bringing virtual reality to the masses, Samsung is determined to connect consumers to the latest technology.
As Hollywood continues to dip its toes into the virtual waters, one studio will put viewers in Leonardo DiCaprio's shoes.
More than three decades ago, Ridley Scott's 60-second ad for Apple, "1984," shook up advertising forever and helped establish the Super Bowl as a destination for the most ambitious marketing campaigns.
Here's everything you need to know about the last 24 hours in advertising, in case you blinked. Buzzing on Adweek: