Know The Ledge
A miserable so-called summer morning in London’s Leicester Square. You’re on the daily trudge to work, still trying to wake up properly and shake off the hangover you’ve got after watching England in the Euro 2012 football tournament the night before. And suddenly, it starts raining five pound notes from the sky. Literally. You rub your eyes and then start stuffing fistfuls of fivers into your pockets, scarcely believing your luck…
It may sound like the stuff of fantasy or idle daydreams, but it really did happen, as eOne came up with an impressive stunt to promote the June 11 release of its thriller Man On A Ledge. Mirroring a pivotal scene in the film, where Sam Worthington stands on the titular shelf and throws cash to scores of people underneath. eOne’s promotion – postponed for 24 hours due to inclement weather but still well-attended thanks to social media activity – saw a man throwing both real fivers and promotional “cash” highlighting the film’s release from atop the canopy above the Empire cinema down to unsuspecting (and a few who had the knowledge, or, to use the Eric B and Rakim vernacular, knew the ledge) commuters on the daily grind to their workplaces.
As eOne’s Jeff Suter says in The Raygun newsletter: “Sales have got off to a really strong start and I’m very pleased with the day one performance. The marketing activity and lenticular packaging should help to ensure the sales continue throughout this week and we’re also marketing the Father’s Day angle.
“I’m really pleased with how our launch stunt went earlier today. We had a good crowd of people in Leicester Square and there was real buzz and excitement about the money. Overall the stunt really tied in with the film as it was a re-creation of the pivotal scene concerning the diamond heist and we’re hopeful of some great PR pick up for the story.”
