MUMBAI: Hollywood studio New Line Cinema has launched aggressive online initiatives to promote its new thriller Final Destination 3 which opened in the US on 13 January 2006.

The marketing campaign for this third installment of the Final Destination franchise kicked off with a teaser web site and exclusive trailer debut on Apple Quicktime Trailers around the Thanksgiving holiday last November. That effort generated more than two million trailer views in less than a month.

Fans who enter the site can board the full-frame roller coaster video after entering their name and birthdate "in case something should happen." When they exit the site by clicking "let me off!" the video shows the coaster coming off the rails and ends with the visitor's personalised epitaph.

Taking this one step further, visitors are able to "Send Death To A Friend." The friend receives an email encouraging them to check out a "wicked coaster crash video." Upon viewing the end of the video, they are faced with their own personalized epitaph with their name, birthdate and year of death (2006) already filled in.

The web site main content screens have full-frame video backgrounds. On exiting any section, the visitor can view a video tease of one of the film's character's death sequences, stopping just before the end is revealed. Visitors can also download free "Screamtones" for their mobile phones, including a selection of the best screams from the film. For the most
rabid fans, hidden gems are imbedded in the site for those who dare to look. One can type the number 180 at any point during the website experience and the site will flip over and reveal hidden content.

To coincide with the film's release date which was Friday the 13th scares permeated the web with Final Destination 3 and "death is coming" messaging. New Line Cinema launched programmes on targeted niche sites such as Bloody-Disgusting.com, Chud.com, and Horror.com. Many of these sites launched a video montage list of things not to do on Friday the 13th, based on the ways characters have died in previous
Final Destination films.