Paramount Pictures and Guardian Labs have unveiled an editorial partnership, brokered by MEC, ahead of the release of Alexander Payne’s road trip motor film, Nebraska.
The key element of the campaign is an eight page supplement that will be featured in The Observer giving readers exclusive access to behind-the-scenes images and interviews with the cast and crew.
Stephen Jobling, Guardian Labs executive at Guardian News and Media, said: “This demonstrates a fantastic cross-media partnership between Guardian Labs and Paramount Pictures resulting in a truly innovative content driven solution enabling Paramount to engage more deeply with our audience.”
The campaign comes ahead of the film’s launch on 6 December, and will run until 15 December.
The partnership will be supported digitally with targeted display formats within the film and culture verticals, co-branded formats and content-led tablet creative, as well as promoting screenings of the film across The Guide, g2, Observer Review and G2 film and music print properties.
Emily Fairhead-Keen, business director at MEC said: “We are incredibly excited to be partnering with the Guardian to release Paramount’s Nebraska. The Guardian’s multiple touchpoints provided us with the perfect stages to showcase the depth and breadth of the film.”
The campaign will also see a glossy version of the supplement available at cultural destinations such as cinemas, museums, universities and cafes across London and the South East.