Warner has a-maze-ing plans for Inception launch

The company is releasing the summer blockbuster on DVD and Blu-ray with a stunt takeover of Toronto's Yonge-Dundas Square Tuesday.

Warner Home Entertainment is setting up a giant recreation of a maze from the hit movie Inception in Toronto’s Yonge-Dundas Square Tuesday to promote the release of the movie on DVD and Blu-ray.

Taking advantage of the holiday foot traffic in the area, the maze will be open to the public from 7 a.m. to 8 p.m. Participants who make it through the 1,600-square-foot, 8-foot-tall course in less than two minutes receive prizes.

The stunt is a way to remind people of the movie’s visual style and intrigue those who don’t know a lot about it, says Dyan Eaton, director, publicity, Warner Home Video Canada.

‘When you’re trying to communicate the essence of a film, it’s challenging, so we thought this was a tactile mechanism we could use that ties back to the film,’ she says. ‘If you’ve seen the film, you’ll understand, but even if you haven’t you’ll ask, ‘what is this?”

Leading up to tomorrow’s launch, Warner Home Entertainment has also been using snap tags on its Inception advertisements. People can take photos of the tags and text them to a number to receive exclusive Inception content. The content has been updated weekly throughout the campaign, and users are enticed to collect all the extra content with the promise of a final surprise, which will be part of the release Tuesday.

This is all part of a larger national campaign targeted at 18- to 34-year-old males that includes English and French TV, pre-show ads at Cineplex movie theatres, videoboard and digital concourse signage ads at Toronto Maple Leafs and Toronto Raptors games, OOH in bathrooms and bars, and online video on the Yahoo! login page.

MediaCom Canada’s Toronto office did the media buy, Commix Communications in Toronto handled the creative, and Warner Home Entertainment planned the stunt in-house.