Universal Pictures didn’t quite see the green it expected with last weekend’s release of “Evan Almighty.” But marketers are still out in force pushing the film’s environmentally friendly messaging in hopes of driving box office sales in the coming weeks.
With some $25 million in marketing support, the film brought in an estimated $32 million in U.S. and Canadian ticket sales during opening weekend. While the movie fell short of analysts’ expectations, it was still No. 1 at the box office.
And marketers are using sweepstakes and tree plantings to lure moviegoers to the theater.
For instance, BP Solar has launched a sweepstakes offering the chance to win a home solar system. Entries can be submitted to GetOnBoardNow.com through Aug. 31.
The winner with a qualifying home will receive a solar panel system.
“We believe that the messages associated with the film’s production and the business objectives of BP Solar are very well aligned, and together we can reach and educate a broad audience,” said Syd Smith, senior vice president for Universal Studios Partnerships, in a statement.
Banner ads support the sweepstakes.
“Evan Almighty” is being marketed as the first major motion picture comedy to “zero out” carbon emissions generated through the production of the film. Universal donated $2 million to offset its emissions to the Conservation Fund, which planted more than 2,000 trees. Beyond that, the crew used bicycles to lessen car usage and pollution, and recycled paper, plastic, aluminum and glass on the set.
Partner Bear Naked granola is out with a sweepstakes tied to the film offering one grand-prize winner a home makeover with GE Energy Star appliances. And with every entry, the company will donate $1 to the Conservation Fund to help plant trees in the Bear Naked Grove, with a ceiling of $20,000.
Registration is available at BearNakedGranola.com/Evan. One first-prize winner gets a movie screening with up to 200 guests for an upcoming theatrical release. Lesser a prizes include Bear Naked/Cannondale bike and a Bear Naked/“Evan Almighty” organic T-shirt.
So far, more than 3,700 trees have been planted under the promotion. Banner ads support the sweepstakes, which runs through Aug. 1.
Bear Naked isn’t the only brand involved in tree plantings. As part of the campaign, Universal and the Conservation Fund launched a cause-marketing overlay asking people to donate $5 to buy a tree in the “Almighty Forest.” As an added bonus, each contributor to the GetonBoardNow.com site will have his or her name added to the “Almighty” DVD release this fall.
Fans can also contribute to the cause via text message. Consumers send the word “Evan” to shortcode 46833 to buy a virtual tree for $4.99. For every virtual tree purchase, a real one will be planted by the Conservation Fund. People can also sign up for tips on environmental conservation and calculate their carbon footprint.
So far, more than 25,000 trees have been planted. Burger King, Sheraton Hotels and Resorts, Dell and Coca-Cola are among some of the big-name brands that have planted trees under the project.
GE is using its ecoimagination campaign in part to run ads in 13,000 AMC, Regal and Cinemark theaters to promote the environmentally conscious production of the film.
In “Evan Almighty,” Evan Baxter, a newly elected congressman, moves his family to northern Virginia. There, he encounters God who commands Evan to build an ark. The film opened last Friday.
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