Destination Films' first theatrical effort, "Bats," will try to full-nelson moviegoers with a promotion on UPN's "WWF Smackdown" Oct. 21, a day before the film opens.
Calling it a product placement deal of sorts, WWF will run a special 25-second segment with exclusive footage of the movie as well as action from WWF. Toward the end of the segment, a three-way split screen will have the WWF logo in one area, scenes from the movie in another and WWF action in the third part.
"It's just the kind of fit that Destination is looking for in attracting young males," said Jon Sayer, director of Midwest sales for World Wrestling Federation Entertainment. "They were looking for something above and beyond a commercial buy."
In addition to the special in-program feature, WWF will run streaming video from the "Bats" movie trailer on its Web site (wwf.com).
Destination Films this month has been running a weekly 30-second spot for the movie during "WWF Smackdown." WWF sells the majority of ad time in the show; UPN sells the rest of the inventory.
"We are looking to make a little more noise with this," said John Jacobs, Destination's exec VP-marketing. "We were thinking it doesn't make sense to buy three commercials in one show. But WWF came to us and said, 'Let us do this as a clutter buster.' "
Starcom Worldwide, Los Angeles, put together the deal for new client Destination