New Line Cinema has signed atwo-year non-exclusive promotional alliance with Samsung Electronics, whichkicked off earlier this month with an integrated online campaign for the studio'snew romance The Notebook.
The comprehensive agreementencompasses product placement and theatrical and home entertainment promotionsthat will see the studio incorporate Samsung products into its pictures, andoffer exclusive content for promotional use across Samsung's media outlets.
The partnership kicked offwith the "Live Your Dreams" sweepstakes, a promotion for The Notebook, which opened fifth in the charts at the weekend.
Thus far the partners saythe campaign, which runs from Jun 6-Jul 11, has generated 300million consumer impressionsthrough Samsung's online advertising on sites like NYTimes.com, USA Today.com,and People.com.
Future campaigns will focuson After The Sunset, King's Ransom, Wedding Crashers, Monster-in-Law and The Man among others.
"Capturing consumers' imaginationsis our joint goal," Gordon Paddison, New Line's executive vice president ofintegrated marketing, said in a statement.
"New Line and Samsung haveengaged in the true spirit of partnership and we are delighted to be workingwith their extraordinary and creative team."
"Samsung Electronics valuesNew Line as a partner," Peter Weedfald, the electronics giant's senior vicepresident of strategic marketing for North America, added.
"With Samsung's unparalleledtechnology and broad marketing reach and New Line Cinema's distinct andimaginative content, we are able to invent new methods of marketing and changethe way messages are delivered to consumers. It is very exciting".