New Antonio Banderas film is first to be promoted through 'mash up'

The new Antonio Banderas film 'Take the Lead' is being promoted through a new method, where the film is "re-mixed" by a VJ and shown online and in clubs.

DMC, which conceived and planned the campaign, charged Addictive TV, the London-based VJ team, with remixing the film on behalf of New Line Cinema, the US company behind the film.

The result is a video that uses lines and sounds from the film set to a dance beat. It can be viewed here

Two more versions are set to be made, one by UK outfit Eclectic Method, and another by DJ Second Nature from Atlanta, Georgia.

The viral has garnered positive coverage in blogs, including a piece on Livejournal saying: "Instead of going the traditional route for pushing the new Antonio Banderas vehicle 'Take the Lead', the Hollywood execs decided to be cool."

Full article: Brand Republic

technorati tags: film mash-up