TOKYO, JAPAN, April 21, 2005<\/strong>\u2026\u2026 Hitachi will partner with Paramount Pictures for a worldwide promotional campaign surrounding the upcoming motion picture \u201cWar of the Worlds,\u201d it was announced today by Kazuhiro Tachibana, general manager of Hitachi\u2019s Consumer Business Group. The most highly anticipated film of the summer, \u201cWar of the Worlds,\u201d directed by Steven Spielberg and starring Tom Cruise, hits theaters worldwide on June 29.<\/p>\nHitachi\u2019s ambitious promotional campaign, entitled \u201cThe Ultimate Visual Experience,\u201d marks the first step of Hitachi\u2019s new marketing strategy incorporating its keyword \u201cGlocal\u201d and will include global advertising and marketing activities up to In Japan in particular, various campaign activities are planned targeting the summer bonus sales period.<\/p>\n
\u201cOur \u2018The Ultimate Visual Experience\u2019 campaign is a perfect match between Spielberg and Cruise\u2019s pursuit of the world\u2019s best in film entertainment and Hitachi\u2019s commitment to the highest picture quality through its digital consumer electronic products,\u201d said Kazuhiro Tachibana. \u201cWe are thrilled that our high-quality products will not only be seen in the film, but will also be leveraged for a global promotion.\u201d<\/p>\n
\u201cWe are proud to have broken new ground by partnering with Hitachi. This is Hitachi’s first foray into the branded entertainment space with a feature film,\u201d said Lisa DiMarzio, SVP Worldwide Marketing Partnerships, Paramount Pictures. \u201cHitachi\u2019s global promotion with \u2018War of the Worlds\u2019 is a multi-tiered campaign that spans television, print, and online, and also includes several innovative consumer activation tactics that will be unveiled throughout the campaign.\u201d<\/p>\n
The \u201cWar of the Worlds\u201d partnership, led by the Consumer Business Group established in October, 2004, is the first of its kind for Hitachi. Previously, Hitachi advertising or promotion activities had been performed individually in each region (North America, Europe, China, and Asia) and country. Hitachi\u2019s approach to the \u201cWar of the Worlds\u201d campaign is based upon a new marketing strategy using the keyword \u201cGlocal,\u201d a coined term combining \u201cglobal\u201d and \u201clocal,\u201d and is designed to improve Hitachi\u2019s consumer products business and strengthen its brand power on a global scale.<\/p>\n
Paramount Pictures distributes the film in North America and UIP distributes in international markets, including Japan. \u201cThe Ultimate Visual Experience\u201d campaign will launch on May 1, 2005 with a groundbreaking convergence of entertainment and technology and continue through August 31, 2005.<\/p>\n
Hitachi\u2019s summer campaign with \u201cWar of the Worlds\u201d occurs during a period lacking any other events with worldwide appeal, such as the FIFA World Cup or the Olympics, so Hitachi will aggressively utilize the timeliness of \u201cThe Ultimate Visual Experience\u201d to increase sales of its plasma televisions.<\/p>\n
The global partnership with \u201cWar of the Worlds\u201d marks a new period for Hitachi regarding how they approach entertainment and marketing. Adopting a new method combining \u201cProduct Placement,\u201d whereby Hitachi contributes the company\u2019s products for use in films, and \u201cCross Promotion,\u201d which supports and advertises the company or its products by utilizing product images in films, Hitachi is aiming to not simply carry out conventional advertising activities for product exposure, but to provide news hooks, deliver messages to stakeholders, and improve its company image.<\/p>\n
Hollywood films are said to be the world\u2019s largest contents business, totaling 1.5 billion in attendance at movie theaters worldwide per year. In addition to first-run films at theaters, films are distributed through secondary media, such as satellite channels, cable channels, DVD, videos, broadband, and in-flight entertainment. Hitachi thus expects a significant influence on its sales and brand image from tie-ins with epic films that have global appeal, such as \u201cWar of the Worlds.\u201d<\/p>\n
This summer, the earth goes to war. From Paramount Pictures and DreamWorks Pictures comes the motion picture event of the year: \u201cWar of the Worlds,\u201d directed by Steven Spielberg and starring international superstar Tom Cruise. A contemporary retelling of the H.G. Wells seminal classic, the sci-fi adventure thriller reveals the extraordinary battle for the future of humankind through the eyes of one American family fighting to survive it.<\/p>\n
Paramount Pictures and DreamWorks Pictures present an Amblin Entertainment\/ Cruise|Wagner Production, a Steven Spielberg film, \u201cWar of the Worlds.\u201d Directed by Steven Spielberg from a screenplay by David Koepp based on the novel by H.G. Wells, the film is produced by Kathleen Kennedy and Colin Wilson. Paula Wager is executive producer.<\/p>\n<\/div>\n<\/div>\n<\/div><\/div>
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