Once Upon a Time … in Hollywood, on Spotify

Columbia Pictures teamed up with the music streaming app to back Quentin Tarantino’s film

Once Upon a Time ... on Spotify Spotify/Columbia Pictures

Columbia Pictures partnered with Spotify to back Friday’s theatrical release of Once Upon a Time … in Hollywood, the ninth film from legendary director Quentin Tarantino.

The studio will take over Spotify’s TV & Movies hub, which is available in 12 countries: Australia, Belgium, Canada, Chile, France, Germany, Italy, Netherlands, Spain, Sweden, the U.K. and the U.S. Free and Premium users will be able to access the content.

Spotify said this initiative marks only the second time a single film has taken over one of its hubs, and the first time globally. In March, Jordan Peele’s Us did so in the U.S.

A four-part podcast in which Tarantino is interviewed by David Wild of Rolling Stone will debut exclusively on Spotify at midnight ET Friday.

The director will also curate Spotify’s Film and TV Favorites playlist, which will feature tracks from his films, including A Satisfied Mind by Johnny Cash (Kill Bill Vol. 2), Apple Blossom by The White Stripes (The Hateful Eight), Son of a Preacher Man by Dusty Springfield (Pulp Fiction) and Who Is He by Bill Withers (Jackie Brown).

Spotify users can also listen to the soundtrack from Once Upon a Time … in Hollywood.

Spotify head of sales, entertainment industry Andi Frieder said in a release, Our platform empowers entertainment marketers like Columbia Pictures to excite consumers about upcoming releases while delivering moments of discovery for our millions of users and celebrating creators. Our goal with this takeover is to engage listeners about the rich music of the 1960s and inspire them to head to the theater to immerse themselves even more deeply in the era through the mind of Quentin Tarantino.”

Columbia Pictures executive vice president of digital marketing Elias Plishner added, “Spotify immediately came to mind as we endeavored to excite audiences around the globe about this film and immerse them in the era. Music is intrinsically connected to moments of nostalgia and, together with Spotify, we’re taking audiences on an audio journey powered by a rich soundtrack and podcast interview that both Tarantino aficionados and new fans will love.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.