Sky and Fox tie up to promote X-Men Origins: Wolverine

LONDON - Sky has teamed up with Twentieth Century Fox in a "six-figure deal" to promote the hotly-anticipated 'X-Men Origins: Wolverine' movie release on Sky1 and Sky1HD.

The film, which follows Hugh Jackman as Wolverine before the events depicted in the 'X-Men' film trilogy, will be advertised in breaks during Fox's '24'.

The three 60-second spots will run over consecutive  breaks on March 23 to form a narrative.

Sky claims the deal creates a precedent, whereby a single advertiser has booked three consecutive slots across a single programme.

The ads show the origins of Wolverine and the events that pit him and the other X-Men against their foes, including Victor Creed (who later becomes Sabretooth).

To build awareness and anticipation for the three-minute promotion itself, teasers will run across Sky channels in the days running up to the broadcast.

Supporting advertising breaking today, includes banner ads on Skysports.com, pre and post-rolls on Sky Anytime, ads on Sky's direct feeds into pubs and clubs and outdoor and press advertising.

The Sky-Fox deal was negotiated by Sky Media and media agency Vizeum, while creative for the campaign was produced by Twentieth Century Fox.

Cameron Saunders, Twentieth Century Fox's theatrical marketing director, said: "We're looking for marketing innovation reflecting our confidence in 'X-Men Origins: Wolverine', being the first must-see movie event of the summer.

"With this package, we're creating an event around our marketing launch, supported with its own integrated marketing activity, showcasing three minutes of prime footage in a premium environment."

Graham Appleby, Sky Media's director of commercial partnerships, said: "Sky Media continues to offer fresh creative approaches in helping advertisers reach and engage audiences.

"Now in its seventh season, '24' remains one of the most popular and dynamic drama series on TV, attracting an extremely loyal and passionate following.

"'24' not only delivers an extremely attractive and relevant audience for 'X-Men', but Fox's creative innovation, supported by a wider cross-platform campaign, will offer value to fans of '24' and 'X-Men' alike."

'X-Men Origins: Wolverine' is released in cinemas at the end of next month. In addition to Jackman, other stars of note include Liev Shrieber and Danny Huston.