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Universal Pictures International

Delivering greater impact for the marketing of its film product on web and mobile

Universal Pictures International is the international motion picture marketing arm for Universal Studios. Crucible Media is retained by UPI to advise on all activities in mobile and online around each of its film properties. In 2004 Crucible supported the development of the global promotional campaign undertaken with Vodafone for the release of Bridget Jones: the Edge of Reason. This was run across 12 territories and involves the distribution of image, audio, MMS and Video content through Vodafone Live! as well as a significant local promotional campaigns in support of the theatrical release. Support activities included working with the consumer products division to establish the framework of the deal; identifying and sourcing the content offering to support the mobile promotion; and monitoring the roll out of the campaign on behalf of the client.

More recently, Crucible has been advising Universal pictures on mobile and online marketing strategy for King Kong, Serenity, Doom, Land of The Dead, Skeleton key, Miami Vice and Fast and Furious 3.