By ASHWIN PINTO
Indiantelevision.com Team

(18 April 2007 6:00 pm)

MUMBAI: On 4 May 2007 the third instalment of the blockbuster franchise Spiderman swings into theatres. Sony Pictures Releasing of India has set itself ambitious targets.

It is hoping to make over Rs 600 million from the film, which would beat Titanic's record of around Rs 550 million. Last year Casino Royale made Rs 450 million.

It has also roped in a number of brands for the film. Sony Pictures Releasing of India manager marketing and promotions Harshvardhan Gangurde notes that the tie-ups were done well in advance.

It has an exclusive tie-up with Hutch. Here subscribers can get downloads like ringtones, games, screensavers. On the television front it has tied up with CNN-IBN. Their anchor Rajeev Masand has been flown for the Tokyo premier of the film. So one can expect interviews, sneak peaks. Sony Pictures is also airing a 60-second spot of the film across the major channels.

It is also doing a contest in association with Sony. It is called Climb Everything and offers winners a guided tour of New York and Manhattan, which is Spiderman's hometown. This is part of a global contest that Sony Pictures is doing. Sony Pictures is also looking at how Spiderman can be integrated into a show of Sony's. Right now channel bugs are being used where Spiderman is interacting with the logo of Sony's channels.

In terms of the companies that have tied up with the film they include Horlicks and Diptrix. Horlicks has come out with a Spiderman branded shaker. Diptrix is giving away Spiderman masks and squirters.

Yamaha is doing a Spidernman co-branded TVC. HDFC is also doing a co-branded TVC for its life insurance with the message - Live With pride.

Rediff.com is also doing a co-branded TVC. It will push the fact that its mail has unlimited storage capacity. Travelguru.com is doing a co-branded TVC. Baskin Robbins is doing a below the line point of purchase activity. They have imported Spiderman magazines and these will be given away when one buys an icecream.

Sony Electronics will use the film to push its Cyber Shot camera range. They have a global tagline - Move It! Shake It! Swing It! Sony Pictures has kicked off print activity in the South with ads in newspapers. It kicks off in other cities tomorrow. Outdoor activity also kicks off tomorrow. Besides hoardings Sony Pictures is also looking at inflatables.

Radio activity kicks off next week and will serve as a call to action for fans of the franchise. In theatres, Gangurde notes, a teaser trailer of the film went on air last year when they released The Da Vinci Code. Now the third trailer is being shown. The aim is to give the audiences something new to look at. The multiplexes will have major cutouts and posters as well.

To add to the buzz, on the home video front Sony Pictures has released Spiderman 2.1 on DVD. This offers footage of the previous Spiderman film which was not included in the film.

Spidey is ready and set, so will he take the box office by storm? The current odds are on just that happening.