Sky uses Avatar to push 3D channel
Satellite broadcaster to launch Europe`s first 3D channel at screenings of James Cameron blockbuster in 700 cinemas
by Mark Sweeney
BSkyB is to launch a nationwide 3D ad campaign in cinemas tomorrow, using James Cameron`s sci-fi epic Avatar to promote its launch next year of Europe`s first 3D TV channel.
The satellite broadcaster chose the film to carry the first major consumer awareness campaign for its 3D channel because Avatar, which Cameron has been working on bringing to the big screen for 14 years, was created using 3D filming techniques.
Sky`s ad campaign, created by its in-house agency resource Sky Creative, will run ahead of showings of Avatar in 700 cinemas nationwide when the movie premieres tomorrow, and will run for six weeks.
The ads run with the strapline "3D TV from Sky, coming soon to your existing Sky+HD box". In July BSkyB outlined plans for the as-yet-unnamed 3D channel that will offer movies, entertainment and sport.
BSkyB is also launching a marketing campaign for the 3D TV service at the O2, of which it is a sponsor, and at its shop at the Westfield centre in west London.
Read the whole story here: http://www.guardian.co.uk/media/2009/de … 3d-channel
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