Dreamworks tempts consumers with Shark Tale morsel

LONDON - Movie studio Dreamworks is using the web to drive sales of the DVD release of its hit children's film 'Shark Tale' by allowing Tiscali to offer a three-minute clip, in a first for the two companies.

It is the first time that Tiscali has hosted an exclusive movie clip, and the first time that Dreamworks has shown a clip online to support a DVD release. The deal was brokered by new-media PR specialist New Media Maze.

'Shark Tale' is an animated film about a fish hero dealing with gangster sharks, featuring the voices of Will Smith, Jack Black, Robert de Niro and Angelina Jolie.

Rupert Fleming, senior product manager at Dreamworks, said: "Partnering with Tiscali to host an exclusive clip of 'Shark Tale' offers an innovative and effective platform to reach the film's key target audience of family and children."

Tiscali will promote the broadcast across its broadband service for one month, across Tiscali TV for two weeks and in its customer mailouts.

Dreamworks said it expected that a significant number of people will view the exclusive clips and that it will have a substantial knock-on effect on sales.

Rob Andrews, Tiscali group producer, said: "With broadband sign-ups growing at a phenomenal rate it is essential for Tiscali to work with high profile partners to bring new and exciting content to its users. 'Shark Tale' is just such an opportunity."

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