Tom Cruise new movie Jack Reacher to take over Channel 5 primetime in MEC sponsorship deal

By Gillian West | Social media manager



paramount pictures article

December 14, 2012 | 2 min read

Paramount Pictures and media agency MEC have negotiated a deal to promote Paramount’s upcoming Tom Cruise blockbuster, Jack Reacher, on Channel 5.

The film will be sponsoring primetime viewing on the channel between 8pm and 11pm for an entire week from Saturday 15 December. The sponsorship includes indents featuring Cruise which will air on either side of the channel’s core programming including Law & Order, The Mentalist, CSI and key movies.

The co-branded idents show the film’s main protagonist Jack Reacher, played by Cruise, driving through the Stage 5 set before coming to stop with images from the movie playing in the car’s reflection. The campaign aims to target the film key audience of 16-34 year old men, which also fits with the target Channel 5 demographic.

The deal with Channel 5 will also be supported by further activity on male-focused TV channel Dave, which consists of the channel’s voiceover artists interacting with Jack Reacher using footage from the film. The playful dialogue will also be backed by online activity including a branded competition spot and advertorial on the Dave website.

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The second element to the campaign will run on Dave from Monday 17 December to Wednesday 2 January.

John Fletcher, marketing director, Paramount Pictures, commented: ““Jack Reacher is a hugely popular literary character and bringing him to life on the big screen represents an exciting venture for the studio. To take over two of the country’s key media properties for the film’s target audience represents a major coup and we are sure it will help raise awareness to fill cinemas up and down the country.”

MEC business director, Emily Fairhead-Keen, added: “We are confident that by implementing a media strategy that reaches the film’s audience in such a targeted fashion we will help make Jack Reacher one of the most watched films of the festive period and the New Year.”

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