DC has been promising a HUGE marketing campaign for the New 52 launching in just a few trembling weeks. And now the first ad is online,
but not embeddable yet. (Drat.) Hero Complex is showing a 30-second version which will be shown in movie theaters as part of National CineMedia’s “FirstLook” ad block — you know, in between the ads for Fanta and something starring Ashton Kutcher.
They also have an exclusive extended 2 minute clip.
Both use enhanced motion-comics type technology to present the Big Three (back to Batman, Superman and Wonder Woman after Green Lantern has a brief run at the top) accompanied by some active rock chords. At the end of the spot there are a few titles that get right to the crux of the matter:
That could be a very effective lure for new readers.
The longer spot is more of the same technique for more characters, including Green Lantern, Aquaman, Grifter, Mr. Terrific, Voodoo and so on.
It’s not a bad ad as far as it goes. We are not big fans of motion comics — but would viewers react favorably to static images set to music? Has anyone ever actually done any audience research into this?
Whatever our own tastes, this is a huge investment for Warner Brothers, so let’s give them props for that.
Heidi MacDonald is the founder and editor in chief of The Beat. In the past, she worked for Disney, DC Comics, Fox and Publishers Weekly. She can be heard regularly on the More To Come Podcast. She likes coffee, cats and noble struggle.