Universal Pictures to push ET DVD on Girland and Virgin.net

Universal Pictures is to back the release of the 20th anniversary edition of ET on video and DVD with a major online campaign.

The movie company has secured partnerships with girls' community and virtual world Girland and portal Virgin.net through digital agency New Media Maze. It will target young girls and people who would have seen the film when it was originally released in 1982.

Girland will build and host a microsite, and banners will run on the main site (www.girland.com). ET will feature on TVs based in the virtual bedrooms of registered users in Girland City. Users can click through from the TVs to the microsite.

An interactive game, inviting users to dress ET, will be exclusive to Girland. Other interactive games will be based on popular scenes from the film, and Virgin.net will host an exclusive BMX game featuring the alien.

The main driver on Virgin.net will be a competition to win a home cinema system. A microsite, built by the portal, will sit alongside banners and home page activity. Video-streaming of film clips is also planned on both Girland and Virgin.net.

About 40,000 emails will be sent to Universal's database, 200,000 to Girland users and 800,000 to Virgin.net users, offering a link to buy the release from Universal's e-commerce partner, Amazon.co.uk.

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