Warner Bros. Pictures International wanted to generate awareness and excitement as well as communicate the unusual nature of the story to as many people as possible prior to release.
Warner Bros. teamed up with Metro’s in-house creative team to design a bespoke limited edition, glossy booklet that would provide Metro readers with an insight into the story, stars: Brad Pitt and Cate Blanchett, the director and characters of the film. The booklet was distributed in France, Italy and the UK on the days of the film’s release. In-paper formats supported the distribution and raised awareness of the movie.
- 82% agreed it had a positive effect on the movie
- 63% went to find out more about the movie
- 65% said they would now like to see the movie