• News (83)
    The Drum (10 Feb 2020)

    Landmark campaign marks the release of Sonic the Hedgehog

    PARAMOUNT PICTURES has launched an augmented reality Snapchat campaign to mark the celluloid release of Sonic the Hedgehog. AR Landmarker Lenses transform landmarks like the Tower Bridge to include golden rings for users to collect before Sonic does. 

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    The Drum (30 Oct 2019)

    ASA scolds Paramount Pictures for irresponsibly targeting kids with distressing content

    THE ADVERTISING STANDARDS AUTHORITY has criticised PARAMOUNT PICTURES for running a YOUTUBE pre-roll ad for horror movie Pet Sematary in front of videos aimed at children. The ad appeared on YouTube in February before Fortnite videos on the DanTDM and FGTeev channels. The Pet Sematary ad featured scenes from the film and includes a voiceover saying 'there's something up in those woods, it brings things back...' and 'but sometimes dead is better'. Paramount Pictures argued that only adults aged between 18 and 54 were targeted, and said its media buying agency worked with YouTube to establish brand safety control mechanisms. The ASA said the ad contained scenes that children would find frightening and were likely to cause distress, and the channels targeted were more aimed towards children as they feature a significant amount of cartoon imagery. It ordered Paramount Pictures to make sure its future ads that were unsuitable for children did not appear in media that could appeal to them.

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