The week of 4th of July is always big at the box office and we have quite a few new releases coming up this weekend, most notably Transformers which releases on July 3rd. Last week's release of Live Free and Die Hard from 20th Century Fox ended up in second place at the box office for the weekend behind Ratatouille, the animated feature from Disney/Pixar.
Live Free and Die Hard stars Bruce Willis for the fourth time as New York City detective John McClaine in the role that he first played almost two decades ago. It's set on the July 4th holiday in which an attack on the vulnerable United States infrastructure begins to shut down the entire nation. You can't help but want to see Bruce succeed in this film even though he's a bit older than when he last played the character, but still just as appealing. I've always been a Bruce fan since his debut as detective David Addison on Moonlighting with Cybil Shepard. This sequel is the first time a Die Hard movie got a PG-13 rating, which is probably why they were able to pick up a brand such as Arby's as a major partner.
Arby's has teamed up with the folks at Twentieth Century Fox for its first and largest interactive entertainment marketing promotion supporting the release of this film. Consumers can enter the online sweepstakes for a chance to win a trip for two to Los Angeles to spend a day with a Hollywood stuntman, a tour of Fox Studios and two Arby's $50 Gift Cards. Anti-virus prize packs are the next prize level that include an Alienware laptop and NcAfee Internet security suite software plus Arby's $20 Gift Cards and third place prizes include a "Die Hard" DVD pack with all three past "Die Hard" DVD's and $10 Arby's Gift Cards.
Arby's is supporting the promotion with television spots, in-store point of sale, radio promotions, and on-line support with a promotional micro site, Die Hard Arby's Fans. Besides the opportunity to enter the online sweepstakes, consumers can play "Office Heist", a flash-based interactive game where a co-worker has just nabbed your lunch, Arby's Popcorn Chicken, and you have the chance to chase him down through three different levels to get your food back.
The micro site also features Arby's The Heist TV spot as well as the trailer to the movie. NMA Entertainment and Marketing developed the mirco-site and is managing the sweepstakes for Arby's.
MySpace also has a special Live Free and Die Hard page in which they are hosting the Most Explosive Profile Contest where visitors can check out the profiles submitted and rank their favorite. Ranking ends on July 5th and the winner announced on July 19th who will also win a trip to Los Angles to spend a day with a stunt coordinator from Live Free and Die Hard.
The June issue of Vanity Fair features Bruce on it's cover and an interview that focuses on the movie. In the article Bruce is quoted as saying "I really wanted this one to live up to the promise of the first one, which I always thought was the only really good one." Well, we'll have to get out and see it this weekend if you haven't already and be the judge of that.
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