The online video clip released in the Firefly Video format aims to create buzz ahead of the movie's local release on 10 September. Aside from providing a preview, the video also replicates the special effects used in the film.
“For its latest sci-fi release in Malaysia, Sony Pictures wanted to launch a unique online advertising campaign to highlight the movie with its latest 3D technology, which will be the major attraction for the audience. It is then we decided to try out the Firefly Video format,” said Jenny Au of Universal McCann.
"We are astonished to see the dynamic rich media, online video ad units from Firefly Video. The special effects incorporated by designers is just amazing and perfectly depicts the 3D effect showcased in the film,” said Carmen Phua of Sony Pictures Entertainment.
The Resident Evil: Afterlife movie trailer redirects fans to the official Sony Pictures Malaysia page on Facebook and urges them to join its online community, providing information about the movie in addition to various contests designed to create buzz. Users can share links with friends via Twitter and email.
Sharing insights on the Firefly Video, Kelvin Tan, business director at Tribal Fusion in Malaysia, said, “We believe that just like the preceding campaigns we have done for the entertainment industry, this too will deliver promising results, stimulating ticket sales for the movie upon release."
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