The third installment of the Saw franchise, the wildly popular horror films from Lionsgate film is hitting theaters right in time for Halloween, although this time, the marketing efforts are taking a "real" turn so to speak. On the plus side, Lionsgate, as part of the promotional push for Saw III is leading blood drives in 25 markets across the country. That's great example of a social/cause marketing tie in with brand marketing. Now the somewhat gross part. The star of the movie, Tobin Bell will use his own blood on promotional posters. Yikes. The studio has printed 1,000 posters that will be placed in theaters as well as other high trafficked entertainment venues. Die hard Saw fans (and believe me, there are thousands of them) can purchase their own real blood poster on the Lionsgate web site for a cool $20 with all of the proceeds going to the American Red Cross, nice move Lionsgate!
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