It is the first time the movie giant has launched a UK-originated campaign. It will include one million CD-Roms distributed with The Times on 26 October featuring trailers and a sneak preview of the film, which is out in cinemas on 1 November.
An official movie web site (www.28dayslaterthemovie.co.uk), offers behind-the-scenes and animation clips from the film. A chatroom and forum is due to launch this week, which will allow users to pose questions to the director and producer of the movie.
A programme featuring an interview with 28 Days Later director Danny Boyle will be broadcast on Telewest's Blue-yonder ISP from this week.
New-media agency Greenroom Digital handled both online and offline creative work.
Jon Hamm, creative director at the agency, said: "The campaign aims to provoke, anger and engage the audience into the terrifying premise of the film, so that not only does it promote the film, but it prepares the audience for the world they are about to enter."
28 Days Later follows the story of a small group of people in London, who are the sole survivors of a virus that has killed off the rest of humanity.
_1.jpg)
.jpg)
