Case Studies
Godzilla - April 2008In April 2008 Content Partners provided The Guardian Newspaper with a covermounted dvd of the original 1954 Japanese version of Godzilla.
We had been liasing with The Guardian for several months discussing content that would provide them with a promotion that would create a circulation uplift and also most importantly sit well with the Guardian brand and their readers.
English language and foreign language feature films had been discussed for their April slot as well as music cd’s. But we were motivated by the fact that no newspaper had covermounted a Japanese film before and it was our belief that a film with the editorial possibilities and strong visual images of Godzilla could be the one to break new ground in covermount history.
The distributer who held the UK license for Godzilla was open to the project and despite some initial contractual headaches we were able to find agreement with them to move the promotion forward. They in turn were able to negotiate with their partners in Japan and the rights were attained.
We presented the idea to the Guardian promotions team who were quick with a positive response from both them selves and their editorial colleagues. The Guardian were very much behind the promotion and in the days leading up to the Saturday Guardian that featured the covermounted DVD covermounted ran several articles , gave away two posters and commissioned a TV advert narrated by Seven Berkoff.
We manufactured the 753,000 Dvd’s in two European plants and delivered the finished discs to the three UK addresses that the Guardian use for fulfilling their distribution.
The artwork was outsourced to our design partner who created a stunning “retro” Godzilla cardboard wallet in which to house the Dvd.
The promotion was considered a great success by both the distributer and The Guardian. Our knowledge of cinema and manufacturing expertise has enabled Content Partners to establish and since deepen a relationship with a market leading national newspaper.
