Warner Bros kicked off in earnest its international marketing campaign for The Matrix sequels this week, with a major London presentation - titled The Year Of The Matrix - to introduce the two films to the industry.
Warners invited over 300 press, exhibitors and retail partners to the presentation on Thursday(March 27) at the Warner Village cinema in London's Leicester Square. One senior Warners' executive said it was the first event of its kind in the world.
As well as trailers for the films with screen commentary from stars such as Keanu Reeves and producer Joel Silver, the presentation also featured highlights from the Enter The Matrix video game and the DVD of The Animatrix, a collection of short films written and produced by Larry and Andy Wachowski, directors of The Matrix. Warners also screened Final Flight Of The Osiris, one of the short films making up The Animatrix.
The presentation was aimed at heightening anticipation for The Matrix sequels among the industry, as well as explaining how the many elements of the complex Matrix launch - including the DVD and video game - fit together.
The Matrix Reloaded opens in UK cinemas on May 23, while The Matrix Revolutions opens on November 7. The DVD of The Animatrix collection of short films will be released on June 2, and the Enter The Matrix game will be launched on May 15.