Sony consumer electronic products to feature in Casino Royale

02-May-2006 • Casino Royale

Tie-ins with Sony Pictures that are ready to debut at the box office, and sports celebrities, leagues and events will play a big role in Sony Electronics' expanded consumer advertising program - reports DVD Creation.

Over the past several years, whenever characters in Sony Pictures use consumer electronics, they are using Sony products exclusively, according to Mike Fasulo, chief marketing officer. What's different this year is that "We are going to do co-promotions between the movies and our [CE] products at retail, when the movies open at the box office," Fasulo said.

For instance, "Click," a new Adam Sandler comedy concerning a special remote control, will debut in theaters during June. "We will have home theater retail promotions, and the Sony Electronics Group, Sony Theatrical and then Home Video will have promotional tie-ins with retailers," he said. Details have yet to be decided.

The same will be true for "Casino Royale," the new James Bond movie set for holiday release, and an animated feature called "Open Season."

"One of the reasons to do this is to for high definition: to explain what HD is via Blu-ray and establish it in the marketplace," Fasulo said.

Fasulo added, "According to consumer surveys, about everyone in the U.S. has bought or owned a Sony product at least one time in their lives, which amazes me. Sony is the most familiar brand in CE, and the best in 'word of mouth' sales. We want to build on that."