In a unique marketing move that helps it court younger audiences and readers, 20th Century Fox will give Amazon.com the exclusive streaming rights to play the trailer for “Water for Elephants,” that “American Idol” will hype during its broadcast Thursday night.
Amazon.com will stream the trailer for the romantic drama for 24 hours, starting at 5 p.m., before it moves to other websites.
“American Idol” will tease the trailer in a spot that’s designed to send viewers to Amazon to watch the full spot, which is the second full trailer released for the pic.
“Water for Elephants,” based on the bestselling novel by Sara Gruen, was helmed by Francis Lawrence and stars Reese Witherspoon, “Twilight’s” Robert Pattinson and Christoph Waltz. Gil Netter, Erwin Stoff and Andrew Tennenbaum produced the pic that bows April 22.
Amazon, of course, gravitated toward an opportunity to associate itself with the film after the novel recently returned to the top spot on the New York Times bestseller list. It’s also the latest sign of how retailers are seeking out more exclusives from Hollywood in order to attract more customers to their stores.
It had previously helped hype Warner Bros.’ “The Dark Knight,” showing the full-length trailer to the film in order to drum up interest in its homevideo offerings and digital movie downloading and rental service.