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Empire kicks off landmark 25th year with exclusive X-Men covers and Sky Movies partnership

The 25 individual covers fit together to create a panoramic image

Movie magazine Empire is to commemorate its 25th anniversary with a year of special activities, commencing with the publication of 25 commemorative X-Men covers ahead of the release of ‘X-Men: Days of Future Past’.

The exclusive covers, featuring both past and present cast, fit together as one panoramic image once assembled, film director Bryan Singer will also feature on his one special cover.

Revealed individually via social media, the staggered social media campaign kicked off by unveiling Singer’s cover followed by cast members including James McAvoy, Michael Fassbender, Hugh Jackman and Jennifer Lawrence.

The March issue, on sale 30 January, marks the beginning of a celebratory campaign planned around Empire’s 25th year and incorporating its 300th issue as well as the annual Jameson Empire Awards, taking place in March.

Of the milestone year, Mark Dinning, editor-in-chief at Empire said: “To celebrate Empire's quarter-century of enthusiasm, passion and expertise on movies new and old, this year we are going to mark our milestone birthday in absolute style and across the whole brand. Over the next 12 months we will deliver a succession of the biggest exclusives in this brand's already illustrious history, working with the biggest names in Hollywood to bring film fans the world over some genuine movie events. We have always seen the job of Empire as bringing together the people who make the movies and the people who watch them, and this year we are going to go even bigger and better than ever before.”

Additionally Empire has agreed a commercial and editorial partnership with Sky Movies as part of its landmark year. With ‘Empire and Sky Movies Present…’ campaign will running for nine months across print, iPad and online.

Bauer Media, group brand director, Rob Walsh, described the collaboration as “a great example of two brands aligning to create exclusive and engaging content.” He commented: “The partnership will celebrate the excitement felt by Empire’s audience regarding the tremendous slate of films in the pipeline for the next 12 months, providing rich insight and access to Hollywood talent, making it a compelling package”.

Two new content-led features will be promoted as the basis of the partnership across Empire’s platforms. ‘Shooting Gallery’ will provide movie fans with a round-up of the hottest films currently in production, with ‘My Movie Life’ running exclusive Q&As with Hollywood talent like Tom Hiddleston and Anna Kendrick.

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