India promotion of 'Terminator Genisys' gets unique twist

Actor Arnold Schwarzenegger's body building continues to inspire millions across the globe and the India distributors of his latest release "Terminator Genisys" used this to promote the movie here.

The activity was launched in an exclusive tie up with Gold's Gym, wherein fitness experts from the health club invited cinema patrons to perform a bicep challenge with the experts guiding them to maintain safety standards. The person who achieved the maximum repetitions and posted it on social media stood to win a couple of movie tickets and official merchandise of the film.

The three-day activity was spread over 25 multiplexes in cities like Mumbai, Delhi, Ahmedabad, Pune, Hyderabad and Bangalore. Heavy footfalls in the multiplexes with the release of "Jurassic World" and "ABCD 2" ensured that the challenge witnessed an enthusiastic and widespread response.

Over a 100 people each day from each multiplex put up images on their social media assets with the #LiftLikeTerminator.

"Engagement with viewers is one of the key pillars of crafting a successful marketing campaign. Arnold Schwarzenegger enjoys a massive fan base across our country and building on the same, we launched this activity that would establish that he is back. We hope that this action packed entertainer will appeal not only to the die-hard fan boys but across varied target groups," Rudrarup Datta, vice president, marketing, Viacom18 Motion Pictures said in a statement.

"Terminator Genisys" will release in India on July 3.