SCRATCH MARK OF VAMPIRES ON THE WRIST OF TICKETSELLERS

Sony Pictures Entertainment India, a front runner of innovative marketing has certainly caught the fancy of their audience this time around with Underworld Blood Wars 3D which will be released pan India on Dec 2 in English, Hindi, Tamil and Telugu.

Innovate to stand out is the marketing mantra in today's current cinematic scenario. Sony, India has done just this with their unique marketing strategy for this action thriller franchise.

Since the film is based on the  eternal war between Lycans and Vampires, the marketing team sent out Bloody Mary shots to key influencers and contest winners on the occasion of Halloween. Taking the real experience one step closer to the audiences, they further put up blood soap pouches at various cinemas across the city to bring out that "shock and awe" reaction and thus build the necessary curiosity amidst movie goers. In addition, the ushers and the staff selling tickets at the box office in theatres in some key locations have been seen sporting Underworld tattoos on their wrists which showcase the symbols associated with the film like the scratch marks of the vampires.

The marketing team also initiated a first of its kind Twitter battle with #Underworldbattle with two teams Team Lycan Vs Team Vampires. The  Idea was to have Sony Liv e.g. #SonyLivLycans pick one side and Sony PIX e.g. #SonyPixVampires to pick the other side and to have their page audience indulge in a twitter fight with each other and to ensure that their team’s hashtag gains maximum traction.

Speaking about the marketing innovations, Divya Pathak, Director - Marketing, Sony Pictures Entertainment India says, "We, at Sony, have always believed in showcasing our films to audiences with interesting subject led innovations that help not only bring alive the film story but also give an experiential interface. For a popular franchise like UNDERWORLD,  the objective was to give more relevance to the latest installment"