Publicity begins on June 27, with the first television slot scheduled for Friday's 'Big Brother' eviction show on Channel 4. The campaign makes a feature of the character's size and colour, under the strapline "He's angry, he's large and he's green: the Hulk...".
Mediaedge has designed an interactive ad with Channel 4, during which digital viewers will be asked to press the green button on their remotes, instead of the usual red button, to switch through to the interactive site.
The site will include information about the film, a 'Hulk' competition and details of further attractions. Channel 4 claims this is the first time it has created an interactive ad for a film distributor.
The media activity will also include morphing 'Hulk' panels at bus shelters, specially built billboards and newspaper ads showing the superhero bursting out of one page on to another.
Channel 4 and E4 will be screening 'Hulk: The Low Down', a programme on the making of the film presented by its stars Josh Lucas and Sam Elliot, which will be broadcast on the opening weekend.
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