Virgin America airline has teamed up with DreamWorks Pictures to create an integrated marketing campaign surrounding the launch of the new major motion picture Real Steel.
Set to debut in theaters on October 7, 2011, and onboard Virgin America’s Red in-flight entertainment system later this year, Real Steel is set in the near future at a time when the sport of boxing has gone high-tech: with 2000 pound robots having replaced human boxers.
With tech-forward amenities and touch-screen entertainment generations, Virgin America makes a few cameo appearances in the future-set film. It is partnering on an online contest with Good Morning America, inviting viewers to win a trip to California to catch a glimpse of some of Hollywood’s biggest heavyweights (and robots) on the red carpet at the film’s premiere.
In addition, at Los Angeles International Airport Friday, the film’s star, Hugh Jackman, unveiled a new Airbus A320 aircraft named “Real Steel” with a larger-than-life image of the film’s “World Robot Boxing” contender “Atom” on the aircraft fuselage. The “Real Steel” plane entered commercial service Friday.
“I am so happy to inaugurate this ‘Real Steel’ Virgin America plane,” said the film’s star, Hugh Jackman. “I can’t wait for the fans to see the movie on October 7th.”
Real Steel will make its mile-high debut on Virgin America flights later this year via the airline’s Red seatback in-flight entertainment platform. Members of the public can view the film’s trailer and enter the contest to a win a trip to attend the film’s premiere at: www.virginamerica.com/vx/booking/real-steel-promo.
The contest ends at 11:00 a.m. Pacific Time on September 26, 2011.
In the picture above: Virgin America Unveils Customized “Real Steel” Aircraft at LAX, alongside the DreamWorks Pictures’ Star – Hugh Jackman.