RESIDENT EVIL: EXTINCTION Takes Over Planet Hollywood Resort & Casino Las Vegas
Reported by Jay Cochran - 10:55 AM 2007.09.05
Planet Hollywood Resort & Casino announced today the launch of its month long partnership with Screen Gems in conjunction with the world premiere of RESIDENT EVIL: EXTINCTION.
The month long fully integrated campaign has already kicked off with two 30-story film banners blanketing the facade of the Planet Hollywood building that faces Las Vegas Boulevard, and with the custom K 1200 R Sport BMW motorcycle featured in the movie displayed on the casino floor. Other features of the campaign include an entire Black Jack pit featuring specially designed RESIDENT EVIL: EXTINCTION felts, costumes and props from the film prominently displayed on property, the film's trailer played on Planet Hollywood's outdoor marquee and throughout the hundreds of plasma screens inside the casino; an entire channel in guest rooms dedicated to RESIDENT EVIL: EXTINCTION, including a special behind the scenes sneak peek at the film; Resident Evil branded room keys and Resident Evil-inspired menu items and drink specials featured at all the bars and restaurants.
In addition, Planet Hollywood and Screen Gems are giving away all-expense paid trips to the premiere through radio promotions in the top 25 markets. Planet Hollywood is also hosting a sweepstakes where visitors can enter to win the custom K 1200 R Sport BMW motorcycle.
The promotion will culminate on September 20th when the film's stars, including Milla Jovovich, Ali Larter, Oded Fehr, Ashanti, and Mike Epps arrive at Planet Hollywood Resort & Casino to attend the film's exclusive, red-carpet world premiere. For the September 20th event Planet Hollywood has installed digital projection equipment along with a supplemental sound system and professional screen into its showroom on the mezzanine level of the property. The RESIDENT EVIL: EXTINCTION world premiere will be the first of many such events held on property.
The third and final installment of the $100 million RESIDENT EVIL hits, RESIDENT EVIL: EXTINCTION is again based on the wildly popular video game series and picks up where the last film left off. Alice (Milla Jovovich), now in hiding in the Nevada desert, once again joins forces with Carlos Olivera (Oded Fehr) and L.J. (Mike Epps), along with new survivors Claire (Ali Larter), K-Mart (Spencer Locke ) and Nurse Betty (Ashanti) to try to eliminate the deadly virus that threatens to make every human being undead ... and to seek justice. RESIDENT EVIL: EXTINCTION finds them loose in the Las Vegas desert, moving from place to place in an armored convoy, outrunning and outgunning the throngs of Undead that lurk in the wide, empty spaces that can no longer be called civilization.
RESIDENT EVIL: EXTINCTION opens nationwide on September 21, 2007.