Sky to promote 20th Century Fox's new X-Men movie

Sky is to promote 20th Century Fox's new X-Men movie in a deal it claims is the first of its kind to run in the UK, with Fox booking three consecutive ad slots across a single programme.

Under the six-figure deal for X-Men Origins: Wolverine, three 60-second spots will run over consecutive breaks next Monday (23 March) at 9pm on Sky1 and Sky1HD over the course of a single episode of 24.

The three ads form a narrative revealing the origins of Wolverine and key elements of the movie.

Alongside the ads, there will be 10-second teaser promos across all Sky channels to generate awareness in the days running up to the broadcast.

Breaking today (20 March), a multi-platform campaign for the show will also include banner ads on Skysports.com, pre and post-rolls on Sky Anytime, plus advertising spots in Sky's dedicated feed to pubs and clubs.

20th Century Fox will also support the ads around 24, with outdoor and press advertising.

The deal was brokered by Sky Media in association with Aegis media agency Vizeum, with creative supplied by 20th Century Fox.

Source: BrandRepublic