Although cinematic history already boasts a strong lineage of underdogs who defy colossal odds to save Christmas, there’s certainly always room for another. This year’s unlikely big-screen holiday hero is Arthur, the product of a comically dysfunctional family who assumes an urgent mission after becoming privy to Santa’s ultra-high-tech present-delivery operation beneath the North Pole.
Propeller is partnering with Sony Pictures to raise awareness for animated feature film Arthur Christmas, releasing nation wide November 23rd. ”This is a terrifically entertaining film that families are going to love,” says Propeller CEO Dan Merrell. “It’s a heartfelt message on the value of every single child in the world and how family — Santa’s family, in this case — can pull together and accomplish the impossible.”
Working alongside Sony, Propeller has taken on a variety of roles to market the film to faith-based audiences, including executing a PR strategy with entertainment firm Rogers & Cowan, promote through Christian radio and pitch for review on faith-centric movie web sites. Additionally, Propeller will enlist mommy bloggers to spread the word and alert the movie-going databases of Christian family organizations aligned with the campaign.
The faith-based marketing launch for Arthur Christmas, comes at the heels of a similar, successful campaign with Sony Pictures for 2010’s Cloudy With A Chance of Meatballs. Featured on Arthur Christmas are the voice talents of James McAvoy, Hugh Laurie, Billy Nighy and Imelda Staunton.
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