Undertow Media adds some local flavour to King Arthur trailer

Hollywood movie trailers airing in New Zealand are normally limited to a standard montage of snippets from the motion picture, with the content rarely being localised in any way.  

However, Australasian distributor Roadshow Films has decided to add a couple of local faces to the mix for the King Arthur: Legend of the Sword trailer.

Interviews with WBO Joseph Parker and UFC fighter Dan Hooker are spliced into the film trailer, providing a local link to the film’s central theme that greatness can come from humble origins.

The pair of trailers were developed by PR and content agency Undertow Media and are currently running on TV and digital channels.

“While King Arthur has broad appeal amongst young men due to its acclaimed director Guy Ritchie, slick production and incredible cast, the key to ensuring its box office success is an engaging communications strategy that speaks directly with our audience through two local figures that embody all that the film represents – stepping up, overcoming adversity and becoming a champion (or ‘king’) when the odds are against you,” says Stacie Beeksma, marketing manager for Village Roadshow Pictures at Roadshow Films.

Roadshow films will be hoping that that film, starring Jude Law and Charlie Hunnam, performs better in the local market than it has internationally.

According to the Guardian, the film made US $44.9 million across 51 international markets, well below the $175 million production budget spent by Warner Brothers.

The film opened at local cinemas on 18 May. 


Client: Roadshow Films 
PR and content agency: Undertow Media 
Production: Brewery 
Media agency: OMD 

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