When trying to advertise premiering movies online, the movie industry has a creative challenge of trying to display how fantastic the movie will be in a simple or static web banner. Movie posters are cool, but people don’t normally buy a movie or completely decide to watch a movie because of it.
Recently, the makers of the movie The Brave One have been running ads for their movie that premiers this weekend and face the same media planning and creative challenge.
Their solution to get more advertising space is to create a flash web banner that resizes upon rollover. When the banner is placed in a web page it displays a flashy poster-like ad that remains the dimensions of the banner. The banner invites you to rollover to enlarge. When rolling over the banner, it resizes to about 3x’s the original size and lays on top of the page content. This larger banner then contains the movie and plays the trailer.
It would now be possible to advertise the entire movie through its trailer, instead of a poster. If you’re faced with the same media planning and creative challenge, give that a try with your media bus.