The LAT is deploying its popular fanboy Hero Complex blog to partner with advertisers and push the LAT brand toward a younger audience. Geoff Boucher’s three-year-old blog draws huge traffic (1 million page views a month) by catering to genre film buffs, offering early access to solid film news and exclusive features that are well-written and reported.
IMAX is now the new presenting sponsor for a second Hero Complex film series, to be hosted exclusively in IMAX theaters. The series will kick off with an advanced screening of Marvel’s latest comic book movie, Thor on May 4, ushering in other tentpoles targeted to the blog’s fanboy audience. The LAT is counting on “pairing the ‘wow’ factor of IMAX theatres with the movies that Hero Complex’s sci-fi, comic and superhero-loving fans embrace,” says LAT ad exec John O’Loughlin, which “is sure to create must-attend events.”
The LAT recognizes that a consumer-friendly approach to online content builds traffic. That’s one reason they’ve beefed up their entertainment beat coverage, adding such trade beat reporters as Stephen Zeitchik and Nicole Sperling, as well as Time’s Rebecca Keegan. Celebs and genre content lure eyeballs.
The Hero Complex Film Festival has secured Warren Beatty for opening night, to celebrate the 80th anniversary of Dick Tracy, the pop culture character he brought to life in the 1990 hit film (as actor and director). Each night Boucher will conduct an onstage Q & A during the festival, which runs June 9-12 at the [Mann] Chinese 6 Theatre. Festival events — from Star Trek to Superman to Iron Man — are listed below:
– A pairing of Star Trek II: The Wrath of Khan and director Nicholas Meyer’s 2009 Star Trek: creative team members Alex Kurtzman & Roberto Orci and Damon Lindelof will discuss the reboot and its upcoming sequel.
– Richard Donner will provide behind-the-scenes perspective on the legendary shooting of Superman and Superman II: The Richard Donner Cut with a special appearance by DC Entertainment Chief Creative Officer and famed comic book writer Geoff Johns.
– Jon Favreau will talk about bringing Iron Man and Iron Man 2 to theatrical life.
– A free weekend matinee of The Incredibles, after which select footage from this summer’s action-packed comedy Cars 2 will be shown and attendees will get to chat with supervising animator Dave Mullins about the making of the film.