MTV invites Canadians to pick movie award winners

Canadians are getting an exclusive interactive contest and their own red-carpet event for the MTV Movie Awards this weekend. And the net's got a new self-promo campaign ready to break during the programming blitz.

MTV Canada is offering $10,000 in a contest aimed at getting Canadians engaged in an online pool to pick the winners of Sunday’s MTV Movie Awards in Universal City, California. And the net’s using the event to unveil a new campaign aimed at driving viewers to its flagship interactive talk show, MTV Live, which airs Monday to Friday at 6 pm ET/3 pm PT. Canadians can predict the award winners in categories like ‘Best Villain,’ ‘Best Kiss’ and ‘Breakthrough Performance’ at pool for a chance to win the cash.

The net’s most-watched program of the year, the Movie Awards have official sponsorship from Solo Mobile, Doritos, Maltesers, Chevrolet, Old Navy and Xbox. MTV’s in-house ad campaign, hitting the air Sunday, June 3, consists of nine 30-second spots, each profiling a different MTV on-air personality. MTV Canada SVP/GM Brad Schwartz calls the nine spots ‘some of the strongest creative we have produced since launch (in 2006).’ They will be available at the day after the awards show.

The push surrounding the Movie Awards will kick off with reviews of previous years’ shows and a fashion winners and losers special on June 1. The June 3 awards programming blitz starts with celeb interview coverage on MTV Screen at 6:30 pm ET, followed by red carpet and pre-show coverage at 7:30 pm ET, which will also feature exclusive clips from the Transformers summer flick. The awards show airs 8-10 pm ET, during which viewers can log on to to chat with the hosts directly (with some comments getting on screen).

MTV will also take over Toronto’s Yonge-Dundas Square on the day of the awards, with a red carpet, velvet ropes, a photo wall, a ‘Golden Popcorn’ statuette and a kiosk where fans can enter the movie contest.

The 2007 MTV Movie Awards will be available to a potential viewing audience of more than 1.4 billion people via MTV’s global network of 55 channels reaching 492.7 million households around the world, as well as through syndication.