Apple Computer, Inc., today announced as part of the Company's bold, new marketing approach, that it has teamed with 20th Century Fox on co-marketing efforts for the upcoming feature film, "Independence Day." Continuing the positive momentum that began with co-promotional campaigns such as webcasting the GRAMMY awards, the TV and print campaign featuring the "Internet Test Drive" of a Z3 Roadster with BMW as well as feature film tie-ins, Apple continues to communicate its vitality and innovation in new and unique ways, while reinforcing the positive attributes of Apple's brand.
"Apple's affiliation with 20th Century Fox on 'Independence Day' clearly demonstrates that Apple is an action-oriented company that continues to set new standards for innovation in technology and marketing," said Satjiv S. Chahil, senior vice president of corporate marketing at Apple. "It is a pleasure to work with forward-thinking 20th Century Fox and tie-in with such an extraordinary film."
"Independence Day" is an exciting, special effects rich, sci-fi action thriller opening nationwide on the evening of July 2nd. The film tells the story of an unfriendly alien invasion, and the team of disparate individuals who must come together to save the world from destruction. "Independence Day" is anticipated by many to be one of the biggest films of the summer. Apple's work with 20th Century Fox on "Independence Day" began over a year ago when Apple's Product Placement team worked with 20th Century Fox Licensing and Merchandising division and the film's producers to help establish the Apple PowerBook as the computer used by actor Jeff Goldblum's character to save the world. The compelling images and themes from the film are being used by Apple in support of a marketing campaign summarized in the campaign tagline "The Power to Save the World."
"We have been thoroughly impressed by the bold new approach Apple has instituted in its recent marketing campaigns, particularly for entertainment properties, and we feel strongly that this partnership offers a strategic and creative fit with our 'Independence Day' movie marketing efforts," said Pat Wyatt, president of 20th Century Fox Licensing & Merchandising. "In turn, Apple will benefit from the synergy that exists at Fox by working with many key divisions to execute and sustain the promotion over the entire lifecycle of the property."
"By leveraging the close relationships we have with many key entertainment companies, Apple is able to create a new concept of marketing based on the excitement and global appeal of mass entertainment," said David Roman, vice president of corporate advertising and brand marketing at Apple. "We have found this to be an extraordinary way to freshen Apple's image, while taking advantage of major events in music, TV and film."
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In keeping with the practice of associating itself with "block-buster" type movies, Apple will begin promotional activities related to the movie "Independence Day" (scheduled for release on July 2, 1996). The activities begin on June 30, 1996. BACKGROUND
Apple previously staged promotional activities around the movie "Mission: Impossible."
"Independence Day" is an exciting, special effects rich, sci-fi action thriller opening in the US on July 2nd.
The film tells the story of an unfriendly alien invasion, and the team of disparate individuals who must come together to save the world from destruction.
Apple's affiliation with "Independence Day" began over 1 year ago when Apple's Product Placement group started working with the film's producers to establish the Apple PowerBook as the "computer that saves the world"!
Playing a central role in the film, a computer programmer played by Jeff Goldblum uses his PowerBook 5300 to help destroy the alien force and preserve mankind.
- 30 Second TV Spot Picture a series of stunning images, first of menace as the huge alien space ships start to position themselves above each of the worlds's major cities and then of total panic and chaos as they attack; buildings exploding, cars hurtling through the air. Then the counter attack by the earth forces. All of this is intercut with scenes of Jeff Goldblum using his 5300 to mastermind the counterattack.
- Throughout the images, a voice over gives the laconic message "If you only have 28 minutes to save the whole planet, you'd better hope you've got the right computer..." As the voice says "the right computer" the Macintosh logo is thrown at viewers.Then the ad cuts to the PowerBook screen with dramatic images of the counterattack building to the final climax of the Apple logo and "The power to save the world."
- In-theater Concession stand employees and ticket sellers will wear Apple/"Independence Day" t-shirts while on duty. This will bring Apple's brand message to over 25 million theater goers on July 4th weekend alone, in a place competitors have yet to use.
- Additionally, through Fox's "Independence Day" Theater Marketing Guide, Apple is encouraging theater managers to coordinate promotions with local Apple retailers in their area.
- While Apple is encouraging resellers and theaters to work with each other, neither is obligated to do so. Theater managers who have trouble working with a reseller may want to try another reseller.
- Apple will promote the Apple/"Independence Day" partnership, along with Apple's Back-to-School promotion, in printed inserts through CRW/Home PC in the August timeframe.
- These catalogs are distributed in 309 major retailers (Comp USA, Computer City and the like) to customers and detail product information, special promotions and offers.
- Apple retail employees will wear Apple/"Independence Day" buttons which carry the message of "save the world" with the Apple logo and a picture of a PowerBook.
- Additionally, through Apple internal field and reseller bulletins, Apple is encouraging Apple resellers to coordinate promotions with local theaters in their area in order to drive traffic back into their stores.
- While Apple is encouraging resellers and theaters to work with each other, neither is obligated to do so. Resellers who have trouble working with a theater may want to try another theater.
- "Inside Independence Day" CD. Fox will be producing a compelling CD detailing the making of the film including photographs, interviews, storyboards, QuickTime movies, special effects and screen savers from the film. The CD was produced using Macintosh and Apple technology and will be introduced as a hybrid multimedia CD (PC and Mac). Apple will make promotions of the CD on the Personal Internet Launcher to be bundled on future Performa systems.
- "Independence Day" Sweepstakes
Apple products will serve as the Grand Prizes in two distinct sweepstakes being conducted around the film'sopening one for Crown Books and the other for ACE Hardware.
Participation in these sweepstakes will further solidify Apple's involvement in the film and create Apple presence and brand impressions in promotional materials and Point of Sale displays in Crown Book and ACE Hardware stores; both places Apple is not typically represented.
Customers should contact ACE Hardware and Crown Books for more details.
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