Sony stages Channel 4 takeover for Venom push

Channel 4 has partnered with Sony Pictures and Manning Gottlieb OMD to mark the cinematic debut of Spiderman spin-off Venom, by handing control of the station's continuity breaks.

The "twisted, dark and full of rage" anti-hero, played by Tom Hardy, will take to the small screen to disrupt the channel's voiceover, as they explain what's coming up in the schedule, in a variety of 10 second films

Chris Braithwaite, agency principal at Manning Gottlieb OMD, explained: “We love the Venom character and have found an edgy, creative, attention-grabbing way to disrupt our schedules and bring the spirit of the movie to Channel 4 viewers. The ‘continuity breaks’ will both surprise and excite, and the work is a testament to the collaboration between Channel 4, Sony Pictures Releasing and Manning Gottlieb OMD.”

Ian George, managing director for UK and Ireland at Sony Pictures Releasing, added: “From the creativity and uniqueness of the ‘continuity promos’ to the number of viewers it attracts, Channel 4 is the perfect platform to showcase a Venom takeover. We’re delighted to work with a channel that is renowned for broadcasting content with a difference, which is also why we’re treating viewers to a special 60-second trailer of the movie.”

The teaser campaign concludes with a minute-long trailer to be screened during Gogglebox on 28 September, ahead of the films release on 3 October.

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