Warner Home Video Canada and Field Day are taking the Matrix to the streets this week. Field Day has launched a street marketing campaign for the Matrix throughout the downtown core of Toronto, Vancouver and Montréal.
The campaign is centered around the release of The Ultimate Matrix Collection on Blu-ray disc on Tuesday, October 14th. A group of street performers dressed as Matrix “real world” characters will move through high foot traffic areas of each city during morning rush hour, imploring passers-by in an “end of the world” manner to “Beware! The Matrix is coming!” They will carry banners with the same message, and hand out leaflets with information about the release of The Ultimate Matrix Collection on Blu-ray.
The “real world” characters will be accompanied by performers dressed as Neo, Trinity and Agent Smith from the Matrix trilogy of films.
At key locations in Toronto, the campaign will be augmented by sidewalk chalk drawings of the Matrix “rabbit hole” that leads to the real world, along with information about the release of the Blu-ray collection.
“Anticipation is running incredibly high for the Blu-ray release of the Matrix trilogy,” says Dyan Eaton, Manager, Publicity for Warner Home Video Canada. “Watching the Matrix in the high definition Blu-ray format is a whole new experience, with image detail that has never been seen before.”
The campaign was developed by Field Day Inc., who works with Warner Home Video on a variety of B2C and B2B programs. “The Matrix has a very knowledgeable fan base,” says Andrew Arntfield, President of Field Day Inc., “so we wanted to ensure that we were true to the spirit of the films and the characters. We think the campaign embodies that spirit.”
The campaign will take place throughout the downtown Toronto core on Wednesday October 15th and in Vancouver and Montréal on Thursday October 16th.