Case Study

Blockbuster Inc.
Spiderman DVD Release

Blockbuster was preparing for the release of “Spiderman”, one of the top ten box-office films at the time, to DVD, and wanted to break through the cobwebs of clutter. The company wanted not only to create awareness of the DVD release but also to promote Blockbuster as a retail and rental destination.

To gain media attention on Halloween, The Powell Group concepted and executed a major media event that gained national and local print and broadcast coverage. A Spiderman look-alike crawled down the side of Blockbuster’s world headquarters, Renaissance Tower, the 47th tallest building in the U.S., on Thursday, October 31. The Hollywood stuntman rappelled 56-stories with only the use of a rope. The behind-the-scenes coordination to make such a stunt safe, but also believable, was almost more complicated than the event itself. In addition to finding the right stuntman for the job, The Powell Group worked closely with city officials, building engineers, stunt experts, equipment contractors and safety officials to ensure everything went off without a hitch. Special planning also went into accommodating media so they could capture the moment perfectly for local and national audiences. Viewing areas were established both on the ground and from the top of a neighboring building to provide the best views possible.

Secured national coverage from the National Cable Market. The Associated Press ran the photo over the wire. Secured media coverage in local print and broadcast outlets, including The Dallas Morning News, Fort Worth Star Telegram, all local national televison affiliates and KDAF-TV. Secured broadcast media coverage across the nation including the following markets: Albany, New York; Baltimore; Cincinnati; Detroit; Green Bay, Wisconsin; Houston; Indianapolis; Miami; Portland, Oregon; Omaha, Nebraska; San Antonio; St. Louis and Tampa, Florida.

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