Companies to hype 'Pain & Gain' and 'G.I. Joe' sequel
With Paramount Pictures readying to release two actioners that star Dwayne Johnson in the coming months, the studio has paired up with WWE as the thesp’s alter ego, The Rock, returns to the ring leading up to “WrestleMania 29.”Studio will promote “G.I. Joe: Retaliation” and “Pain & Gain” on WWE’s various platforms, including TV shows like “Monday Night Raw,” on USA Network, as well as it websites and YouTube channel. Campaign will wrap up around the pay-per-view “WrestleMania 29,” that takes place April 7, from New Jersey’s MetLife Stadium. Next year’s 30th anniversary event is dated on April 6, 2014, from the Mercedes-Benz SuperDome in New Orleans, Louisiana. Co-promotion will be unique for a studio, given that WWE will help hype the pics by integrating them into the storylines of its weekly TV shows, live events, digital and social media platforms. Result is expected to put marketing materials for the two pics in front of millions of WWE fans each week. WWE’s Twitter feed alone has nearly 2 million followers; its Facebook page has 11.4 million likes. Company also is a financial partner in Tout, an app for 15-second videos. Joint effort between Par and WWE kicked off Sunday during the “Elimination Chamber” PPV, with the “G.I. Joe” sequel serving as a co-presenting partner, and continued on “Raw,” which featured co-stars D.J. Cotrona and Adrianne Palicki appearing during “Monday Night Raw.” Film bows March 29. Given that “WrestleMania 29″ takes place several weeks before “Pain & Gain’s” release April 26, the action comedy from Michael Bay will be promoted at WWE’s most popular PPV, which generated more than 1 million buys last year when it featured The Rock in Miami. This year will bring back The Rock, giving Paramount a reason to sponsor the PPV and showcase the pic at WrestleMania Axxess, a four-day fanfest that will be held at the IZOD Center in East Rutherford, New Jersey.
Follow @Variety on Twitter for breaking news, reviews and more