Warner Bros. Studios France ventured off the beaten path to stretch its marketing dollar and get the buzz rolling on its heavyweight movie, vidgame and TV series releases, anchored by Zack Snyder's "Man of Steel" and Guillermo Del Toro's "Pacific Rim."
The studio kicked off the first edition of My Warner Day on May 26, a fan-only event in the vein of ComicCon at Paris' Grand Rex theater, where 2700 over-excited fans - some dressed up in their favorite hero's outfit -- got a sneak peek at exclusive clips from "Pacific Rim" and "Man of Steel," as well the video game "Batman: Arkham Origins."
Screenings were followed by video interviews with Snyder and Del Toro, who answered questions asked by MyWarner.com users via Twitter. Inside the three-story theater, fans swarmed around props such as Lois and Clark costumes from "Man of Steel," the Gypsy Danger robot from "Pacific Rim" the throne and decor from "Games of Thrones," and a "The Big Bang Theory"-themed video booth.
The festivities ended with the French premiere of "Hangover 3" presented by helmer Todd Phillips and the 'Wolfpack' gang, one day ahead of the official movie preem on the Champs Elysees. A superstar in France, Bradley Cooper fired up the Rex when he spoke in fluent French to thank his Gallic fans. Everyone walked out with a bag branded "The Hobbit" packed with WB goodies, including a "Bazinga" mug and "Game of Thrones" t-shirt.
Warner Bros. is the only U.S. studio to have organized this kind of cross-media event in France to promote its product in the film, vidgame and TV fields. Emmanuel Durand, VP of marketing at Warner Bros. France, said the studio pulled from the promotion budget of each release to finance the event. "It's a powerful way to brand our content across all platform in a way that makes sense for the fans."