Buena Vista Hosts an Underwater Movie Premiere
Paradigm Shift’s wacky press-generating events keep on comin’, this time with an underwater movie premiere for the home-video release of Finding Nemo.
Fans were invited to view the movie in Nemo’s natural habitat. A replica of the reef from the film was created at the Aquarium of the Pacific in Long Beach, CA. Consumers watched through glass viewing areas as an underwater red carpet was unrolled and divers arrived. Scuba-certified fans were invited into the water for the a closer look.
The B-roll from the event was picked up in 86 markets across 107 total stations for a total of 193 hits translating into 7.8 million consumer impressions. One week later, sales of the Finding Nemo DVD set new Hollywood records.