Ads for the film, which is based on the NIck Hornby bestseller of the same name, will run in the film and book section of the Guardian Unlimited network, on London living guide Timeout.com and on lastminute.com.
The web site (www.uip.co.uk/aboutaboy) uses a 3D depiction of lead character Will Lightman's Clerkenwell flat, which is the central location of the film. Users can click on objects such as a stereo or TV to obtain more information about the film. The site includes a photo gallery, cast profiles and film trailers.
Marketing communications agency Feref developed the site and online launch strategy.
"The sites were designed to fit the interests, social and online habits of the target audience,
said Ruth Barton, a planner at mediaedge:cia digital.
The film, which stars Hugh Grant, is also being promoted in lastminute.com's weekly email newsletter.
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