Venom and Carnage engulf Singapore landmarks ahead of film launch

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Venom and Carnage have taken over several well-known landmarks in Singapore, including the Helix Bridge, Pinnacle@Duxton, the dragon playground at Toa Payoh, and an ERP gantry. The Singapore-exclusive social media campaign was done by Sony Pictures Singapore to promote its latest film Venom: Let There Be Carnage.

https://www.facebook.com/SonyPicturesSG/videos/388513082904841

A quick check by MARKETING-INTERACTIVE showed that the campaign is being promoted on Golden Village and Shaw Theatres’ social media platforms as well. In the film, Venom and Carnage are symbiotes that take over objects and human bodies. As such, Sony Pictures felt that it would be a fun way to announce the release of the movie by having the symbiotes take over landmarks in Singapore, a spokesperson told MARKETING-INTERACTIVE. Sony Pictures declined to provide the monetary value of this campaign.

According to Sony Pictures, most of its recent campaigns have been very digital-focused. This comes as the viewing habits of its target audience shift to predominantly digital and online, amidst the pandemic and heightened regulations.

Sony Pictures also explained that the campaign visibility for its other upcoming titles will be just as strong and impactful, which will roll out nearer to the films’ release dates. “Some of these upcoming titles include Ghostbuster: Afterlife, Resident Evil: Welcome To Raccoon City, Anita, and SpiderMan: No Way Home,” the spokesperson said.

Sony Pictures is not the only company to have put a creative twist to its marketing. Last month, Netflix pulled out all the stops for the first half of Money Heist's fifth season, which is also the last. The streaming platform went on a marketing heist ahead of the show’s release, launching several campaigns across the globe. Netflix Indonesia, for example, mass-hijacked the screens of Indonesia just a day before the release to get fans hyped for the show. Done in partnership with GOODSTUPH, the clip contained a message from the professor and took over TV networks RCTI and CTV, social media, and even Mall Taman Anggrek, known to have the world’s largest illuminated LED façade.

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