Spotted! Fantastic Beasts found at Yonge-Dundas Square
Warner Bros. Pictures Canada is looking to draw on support from teens and adults alike with a whimsical - and star-studded - experience in the public square.
The opening of Fantastic Beasts and Where to Find Them, a new adventure film from J.K. Rowling’s Harry Potter universe, is still more than a week away, but stars of the film, including Oscar-winner Eddie Redmayne, Katherine Waterston and Ezra Miller stars of the film were on hand in Toronto last night for another opening. One for an extremely large briefcase at Yonge-Dundas Square.
The briefcase, which measures 30′ by 60′ by 15′, is part of a promotion by Warner Bros. Pictures Canada in an effort to drum up enthusiasm for the film.
The briefcase is a replica of that carried by character Newt Scamander in the film. Fans as invited to view props and costumes from the film inside the giant briefcase, as well as participate in game demos and view 360-degree video content. Fans who arrived in costume were given free promotional wands, and many were able to take selfies with Redmayne and the rest of the cast at last night’s event.
The activation, according to a rep for LexPR (the firm responsible for the creative), was mainly targeted at teens age 12 to 17, but it hoped to attract adults age 18 to 49 as well.
Your Brand Integrated Marketing Communications developed and managed the Nov. 8 cast event and handled social media support and the creation of a custom Snapchat geofilter. It is also currently overseeing the development of a 360-degree video of the activation that will allow fans across Canada to experience the activation, which will be released in the coming weeks.
The Toronto activation was promoted on social media and on Bell Media’s broadcast and radio properties as part of a wider promotional campaign for the film, with the media buy handled by OMD.
The briefcase will be open to the public and free to tour for the remainder of today (Nov. 9) from 10 a.m. to 9 p.m.