Big Brother to air Paranormal Activity 3 premiere

'Big Brother' will include coverage of the world premiere of the Paramount Pictures film 'Paranormal Activity 3' this evening (20 October), as part of a product-placement deal with Channel 5.

Paranormal Activity 3: coverage of world premiere to be shown on Big Brother
Paranormal Activity 3: coverage of world premiere to be shown on Big Brother

All last week, viewers were encouraged to enter a competition to attend a special event through Channel 5, its digital platforms and an advertorial in fellow Northern & Shell-owned newspaper, the Daily Star.

This week, the housemates have been set supernatural challenges and, as will be shown in tonight's show, the winning housemates got the chance to watch 'Paranormal Activity 3' in a custom-built Perspex box suspended above the audience.

Last night, members of the public who won tickets joined celebrities in the 500-strong audience as the film was screened in the ‘Big Brother' stage area just outside the ‘Big Brother’ house at Elstree Studios.

Following the premiere, the Northern & Sell magazine OK! will feature a full-page advertorial spread of the occasion, with gossip from the red carpet and coverage of the event.

After the release of the film tomorrow (21 October), a tailored creative made by Channel 5's in-house team and including footage from the premiere will be aired in commercial airtime around Big Brother.

The deal was brokered between Channel 5's commercial team and WPP media agency MEC.

Agostino Di Falco, partnerships director, Channel 5 said: "To get this partnership off the ground has involved a great collaboration between Paramount, MEC, Endemol, Channel 5 and N+S press titles.

"It's fresh and innovative, putting a bespoke integrated campaign in front of mass audiences."

The product placement for the film follows a similar placement in 'Celebrity Big Brother' in September, with Touchstone Pictures release 'Fright Night'.   

Follow Maisie McCabe on Twitter @MaisieMcCabe


Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

WPP confirms search has begun for Sorrell's successor

WPP confirms search has begun for Sorrell's successor

WPP has begun to look at external candidates to replace Sir Martin Sorrell as the chief executive of WPP, the company confirmed today.

Share
VR is dead, long live VR

VR is dead, long live VR

VR has huge potential but it's time to admit that we don't actually know what to do with it, writes Dino Burbidge, director of technology and innovation, WCRS.

Share
The quirky, wonderful and eye-widening world of C2
[Sponsored feature]

The quirky, wonderful and eye-widening world of C2

Say goodbye to stale buffet food, dowdy carpets and middle-of-the-road speakers. C2 is the first conference of its kind...

Share

Get news by email