‘Batman v Superman’ Swoops Into Snapchat Video Channel

Warner Bros. sponsors 24-hour channel on social-media platform

Batman v Superman
Courtesy of Warner Bros.

Warner Bros.’ marketing budget for “Batman v Superman: Dawn of Justice” has included a few spins around Snapchat.

The WB-sponsored “Batman v Superman” channel on Snapchat’s Discover, launched Monday, will run for a 24-hour in a handful of countries and regions including the U.S., Canada, the U.K., Australia, Germany, France, Brazil and the Netherlands. The film opens worldwide this Friday, March 25.

The movie’s placement in Snapchat Discover comes after the studio ran a four-day campaign of sponsored selfie lenses — two for Batman, one for Superman and one for Wonder Woman — which let users adopt the guise of one of the superheroes.

Hollywood marketing execs have been lured by Snapchat’s more than 100 million active users, who skew toward millennial age demos and younger. Last fall, Sony sponsored a Snapchat Discover channel for the latest James Bond film, “Spectre,” while 20th Century Fox bought a 24-hour run of selfie lenses for “The Peanuts Movie.”

The “Batman v Superman” channel on Snapchat Discover features video clips with stars Ben Affleck, Henry Cavill, Gal Gadot, Diane Lane, Jesse Eisenberg and director Zack Snyder discussing the film and its characters. It also showcases DC Comics artwork produced for the film, along with short videos on the new Batmobile and Batwing.

WB’s marketing efforts for “Batman v Superman” have included prominent placement in the DC All Access app, launched last month.

Snapchat media partners for Discover, which it launched in January 2015, include ESPN, BuzzFeed, Comedy Central and Vice.