Paramount Pictures and Marvel Comics have purchased a spot featuring Iron Man for the upcoming broadcast of the Superbowl. However, according to The Wall Street Journal, that is just one piece of the marketing efforts surrounding the film.
According to the Journal:
Paramount Pictures is using its ad spending to promote the May release of superhero film Iron Man. People who watch the game on TV will see a commercial for the movie. People who visit any of the major online Super Bowl ad polls will also see the spot. Visitors to MySpace can see an Iron Man profile on the site. And if people search for terms related to Iron Man on Google, it will turn up there as well. On ESPN.com, ads will show the TV spot and prompt visitors to go to the Iron Man Web site to register for downloads and giveaways.
Online can extend the 30-second spot into a five- to 10-minute experience and make it have much more impact," said Amy Powell, senior vice president of interactive marketing at Paramount Pictures.
Iron Man, directed by Jon Favreau, stars Robert Downey Jr., Terrence Howard, Jeff Bridges, Shaun Toub and Gwyneth Paltrow. The film tells the story of Tony Stark, a billionaire industrialist and genius inventor who is kidnapped and forced to build a devastating weapon. Instead, using his intelligence and ingenuity, Tony builds a high-tech suit of armor and escapes captivity. When he uncovers a nefarious plot with global implications, he dons his powerful armor and vows to protect the world as Iron Man.
Iron Man flies into theatres May 2, 2008.