Time Inc and Warner Brothers strike deal to create one-off ‘broadsheet’ to promote The Intern
Time Inc-owned fashion title Look has partnered with Warner Brothers Pictures UK for a one-off broadsheet paper to promote new comedy The Intern.
The campaign activity sees the newly created ‘The Intern Weekly’ inserted into Look Magazine (on sale from today, 29 September) with an additional 100,000 copies available at London Tube Stations.
With eight pages, The Intern Weekly will integrate themes of the movie, which stars Anne Hathaway and Robert De Niro, such as interviews to getting ahead in the workplace and what to wear, regardless of age.
Look will also support the movie through a career Q&A on Twitter to give fans an opportunity to ask its editorial team for top tips on succeeding in fashion. A Pinterest board, internship competition and wider social media activity will run concurrently.
Holly Bishop, head of film at Time Inc UK said of the collaboration: “I am delighted about this partnership with Warner Bros.UK and the creation of our broadsheet - Intern Weekly - which is perfectly suited to the film, given its synonymy with the workplace. It is a great collaboration that makes use of Look’s editorial and creative talent to produce a fun and innovative campaign to communicate the key pillars of the movie and generate excitement in the lead up to the release.”
The magazine will be on sale until 6 October.