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ROUND ROCK, Texas (June 20, 2017) - When Spider-Man™: Homecoming swings into theaters July 7, Dell will be at Sony Pictures' side for all the action.
Dell teamed up with Sony Pictures, a long time Dell customer and partner, to take collaborations to the next level with Spider-Man™: Homecoming. Collaborating both behind and in front of the camera, Spider-Man™: Homecoming
will kick off a 360-degree integrated global marketing campaign
featuring the highly anticipated film and PC gaming industry's newest
entrant, Dell's new Inspiron 15 7000 Gaming Laptop.
The alliance
will integrate Dell products into the film's storyline and includes a
full-scale marketing and promotional campaign featuring Dell and Sony
Pictures Spider-Man™: Homecoming properties. The campaign
features a TV spot, cinema, print, and digital advertising throughout
the summer, in addition to out-of-home placements, digital video, social
media, email, direct mail and consumer engagement activations.
With
these program elements, the campaign will engage fans of Spider-Man,
the Marvel Cinematic Universe, and movie fans at large who like to game
for fun, to socialize and to relax and more competitive gamers looking
for the latest in technology and the best visual gaming experiences.
The television ad campaign with new Spider-Man content created with Jon Watts, the director of Spider-Man™: Homecoming,
featuring Peter Parker daydreaming in class about an epic battle
between Spider-Man and the Vulture, will air on TV networks in the US on
June 26 and later this summer in China, UK, Brazil, Japan, Australia
and Mexico across cinema, online and TV.
"The broad popularity of
the Spider-Man franchise and its relevance with gamers presented a real
opportunity to launch Dell's Inspiron Gaming line as part of the
campaign and bring Dell's expertise in high-performance gaming to more
people," said Gerri Tunnell, senior vice president, Consumer and Small
Business Marketing at Dell. "Spider-Man fans care about authenticity to
the brand, character and storytelling, so partnering with Watts on the
TV spot allowed Dell to uphold a seamless look and tone, stay true to
the film and deliver to the Marvel community."
"Michael Dell
founded Dell in his college dorm room – he's exactly the kind of person
that Peter Parker would look up to," said Stephanie Cohen, senior vice
president, Sony Pictures National Marketing Partnerships. "Our Peter is a
STEM student, working on the cutting edge, with the inherent creativity
and entrepreneurial spirit that drove Dell. That's why we feel this
collaboration is a natural fit and we're thrilled to be teaming up with
Dell."
Dell Tech Powers Spider-Man™: Homecoming Visual Effects
Sony Pictures' Academy Award®-winning visual effects studio, Sony
Pictures Imageworks, leveraged Dell Precision technology to create world
class visual effects for Spider-Man™: Homecoming, using over 1000 Dell Precision workstations, more than 4000 Dell servers, and over a petabyte of Dell/EMC storage.
"The
computing power of Dell Precision workstations, coupled with thousands
of PowerEdge servers, enables rapid creative iterations and allows us to
put the best picture on screen," said Erik Strauss, Executive Director,
Software Development at Sony Pictures Imageworks.
"We are proud
that Sony Pictures Imageworks looks to us, and solutions such as the
Precision Rack 7910 workstations, to deliver the reliable performance
for incredible visual effects that make films like Spider-Man™: Homecoming
possible," says Rahul Tikoo, vice president and general manager, Dell
Precision Workstations. "Our collaboration with Imageworks goes beyond
this film; we're making sure to not only equip them with what they need
today but to deliver the transformative solutions they might need for
the future of immersive storytelling."
Dell Technology Helps Create Virtual World of New Spider-Man™: Homecoming VR
Dell also collaborated with Sony Pictures Virtual Reality on Spider-Man™: Homecoming VR,
a new multi-platform promotional VR experience based on the upcoming
film, which was created on industry-leading Dell Precision workstations.
Produced by Sony Pictures Virtual Reality and developed by the
award-winning agency CreateVR, Spider-Man™: Homecoming VR
offers players the chance to suit up as Spider-Man, hone their
web-shooting skills, and sling high above New York City in pursuit of
the Vulture. The VR experience will be available for free across all
major VR platforms starting June 30, leading up to the July 7 theatrical
release of Spider-Man™: Homecoming. Fans can get a sneak
preview of the VR experience at select Cinemark theaters in the U.S.,
where Dell’s PC line of VR-ready products for consumers – a top choice
for VR fanatics and VR newbies alike – will be used in demonstrations.
Dell Products Take the Spotlight in Front of the Camera in Spider-Man™: Homecoming
The Dell team worked closely with the Spider-Man™: Homecoming
filmmakers to integrate both Dell's Inspiron 15 Gaming Laptop (the lead
product from Dell's new gaming line) and Dell's popular XPS 13 2-in-1
into the storyline of the film. The Inspiron 15 Gaming Laptop will
appear in a pivotal scene as Peter Parker's best friend, Ned, an avid
gamer, connects his Inspiron 15 Gaming laptop to a Spider-Man suit
chock-full of new technology, courtesy of Tony Stark. Stark's friend and
confidant, Happy Hogan, also uses the award winning Dell XPS 13 2-in-1.
Dell Spider-Man Scramble – Interactive Billboards in Times Square
Timed with opening weekend of Spider-Man™: Homecoming,
Dell and Sony Pictures will also have fans putting themselves in
Spidey's shoes. For the first time ever, passersby will be able to race
to the top of a New York City skyscraper using their mobile phones in
Times Square by participating in an interactive augmented reality
Spider-Man Scramble experience on some of the largest digital billboards
in New York City. The video game will be live on Clear Channel
Outdoor's digital billboard on Broadway between 46th and 47th Street
from June 30 - July 1 and July 7-8 from 2 - 10 p.m. EDT in Times Square
allowing fans the opportunity to swing by Duffy Square and show off
their Spidey skills.
Against a backdrop of the real-life buildings
in Times Square, players will control Spider-Man via their mobile
phones as he races up two massive digital screens in front of the Times
Square audience. The Spider-Man Scramble game was created on and will be
projected on the Times Square billboards by Dell Precision mobile
workstations.
Spider-Man™: Homecoming World Premiere
Finally, Dell will be a sponsor of the Spider-Man: Homecoming World
Premiere June 28 in Los Angeles – helping to present a red carpet
premiere that will truly be powered by Dell. Dell will bring a Dell
gaming truck directly to the red carpet for celebrities and VIPs to
enjoy VR, gaming and other Dell tech demos along with behind the scenes Spider-Man™: Homecoming content.
About Spider-Man™: Homecoming
A young Peter Parker/Spider-Man (Tom Holland), who made his sensational debut in Captain America: Civil War, begins to navigate his newfound identity as the web-slinging super hero in Spider-Man™: Homecoming.
Thrilled by his experience with the Avengers, Peter returns home,
where he lives with his Aunt May (Marisa Tomei), under the watchful eye
of his new mentor Tony Stark (Robert Downey Jr.). Peter tries to fall
back into his normal daily routine - distracted by thoughts of proving
himself to be more than just your friendly neighborhood Spider-Man - but
when the Vulture (Michael Keaton) emerges as a new villain, everything
that Peter holds most important will be threatened. Directed by Jon
Watts. Produced by Kevin Feige and Amy Pascal. Screenplay by Jonathan
Goldstein & John Francis Daley and Jon Watts & Christopher Ford
and Chris McKenna & Erik Sommers, Screen Story by Jonathan Goldstein
& John Francis Daley, Based on the Marvel Comic Book by Stan Lee
and Steve Ditko.
About Sony Pictures Entertainment:
Sony
Pictures Entertainment (SPE) is a subsidiary of Sony Entertainment
Inc., a subsidiary of Tokyo-based Sony Corporation. SPE's global
operations encompass motion picture production, acquisition and
distribution; television production, acquisition and distribution;
television networks; digital content creation and distribution;
operation of studio facilities; and development of new entertainment
products, services and technologies. For additional information, go to http://www.sonypictures.com.
About Dell
With award-winning desktops, laptops, gaming systems, 2-in-1s and thin
clients, powerful workstations and rugged devices made for specialized
environments, monitors, endpoint security solutions and services, Dell
gives today's workforce what they need to securely connect, produce, and
collaborate from anywhere at any time. Dell, a part of Dell Inc.,
services customers from consumers to organizations of all sizes with the
industry's broadest, most innovative end-user portfolio.
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