New ad format promotes Dark Fury and Pitch Black Special Edition DVDs

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New Media Maze to promote Pitch Black Special Edition DVD and The Chronicles of Riddick: Dark Fury DVD and video with new ad format

Full-service interactive marketing agency, New Media Maze is to promote the DVD release of sci-fi, Pitch Black Special Edition and DVD and video release of The Chronicles of Riddick: Dark Fury.

The animated Dark Fury, directed by Peter Chung (Animatrix, Matriculated, MTV Aeon Flux) and the special effects cut version of the original Riddick: Pitch Black, Pitch Black Special Edition, released by Universal Pictures UK on the 16th of August, 2004.

The campaign primarily targets males aged 16-34 and the massive niche market of sci-fi and cult film fans. New Media Maze commenced pre-campaign activity in mid-July, by announcing the release of the titles to their database of key film reviewers with resulting news items published across a range of target sites. The soft launch online campaign commenced two weeks prior to the DVDs’ release, and will continue reaching audiences for two weeks after the launch.

Michelle Byrne, Account Director at New Media Maze comments, “We have created the official microsite for the release and partnered with to host and promote the microsite at”. However we are delivering the microsite to the core target audience in a much more hard hitting way through the use of subsites technology which launches the microsite underneath a host site. The microsite will be delivered to individuals visiting sites such as FHM, Maxim and T3 for example throughout the release period.

“We will also be using the recently launched advert format ‘Sublines’ on Empire Online and Sci Fi UK to deliver the campaign in a highly creative and effective way. The Subline is a Pitch Black and Dark Fury branded advert line that floats below browser and above the host website and incorporates reveal features. The Subline features and streams the two product trailers, has links to purchase and links to the official microsite," adds Byrne.

"New Media Maze have implemented an extensive online public relations and promotions campaign across more than 80 targeted websites in the UK, reaching an estimated 12 million individuals within the target demographic. This includes offering exclusive DVD extras clips to some of the largest websites in the UK, such as, BT Yahoo, Blueyonder, Wanadoo and SFX.

"Our primary objective is to raise mass awareness; creating a buzz around both must own DVD titles which are prequels to the much anticipated theatrical release of The Chronicles of Riddick on the 27th of August, 2004.

"Perhaps the most challenging aspect of the campaign, was to design creative that incorporated the key art of both titles; The Chronicles of Riddick: Dark Fury’s key art is animation whereas the Pitch Black’s key art is dark and has more of sci-fi look and feel to it." “New Media Maze has delivered on both counts and the official microsite and the Subline ads looks great; both will be used to collect opt-in names to be used to market the DVD release of The Chronicles of Riddick," adds Nickie Everett, Product Manager at Universal Pictures Video.

Participants who visit the microsite at will have the chance to win a luxury weekend for two to Iceland including flights, hotels and day trips. New Media Maze is also giving away X-Boxes and X-Box 2 games of Chronicles of Riddick: Return to Butcher as competition prizes on major sites.

Notes to editors

This press release is available in plain text, PDF and Word formats.

The media spokespeople at New Media Maze are the Directors Julianne Reynolds and Dave Smith.

About New Media Maze
New Media Maze is one of the foremost full-service digital agencies in the UK. Founded in 2000 and based in London, the company services a broad range of blue chip clients including some of the most renowned global entertainment companies.

One of the few truly independent full-service agencies, the company provides consumer insight, strategy and implementation services to a broad range of consumer brands and prides itself on its creativity, high service levels, attention to detail and dedication to results.

The agency acts as a one-stop-shop for clients, allowing them to draw on all online marketing services including: PR, advertising, viral marketing, content deals, search engine optimisation and marketing, affiliate marketing, email marketing and mobile marketing.

Award-winning creative services include: Advertising creatives, web design, viral production, online video editing and html emails.

Current clients include Acclaim, DreamWorks International, Momentum Pictures, Naked Ambition, Playback, Ubisoft, Universal Pictures, Universal Pictures International, and VCI.

Contact Information:

Elemental PR:

Rachel Hawkes, Account Executive, Elemental PR

Email: [email protected]    

Direct Telephone: +44 (0)870 745 9292, Mobile: +44 (0)7930 375663,

Fax: +44 (0)870 745 9293, Website:

Address: Second Floor, 145 -157 St John Street, London, EC1V 4PY, England, UK

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Tim Gibbon