Audiences were a little more aware of sneezing and coughing last weekend as Steven Soderbergh‘s virus-spreading, star-studded drama Contagion took the number one spot at the box office pulling in $22.4 million, destroying its nearest competition by about $13 million. While most analysts chalked up the win to a lack of competition, strong reviews and the A-list cast, viral marketing like Warner Bros did in Canada couldn’t have hurt either.
After the jump, check out a video of two unique billboards completely made up of bacteria that were created for Contagion.
Here’s the video from the Warner Bros. Toronto YouTube.
Creepy, no? Here’s the story behind the viral marketing:
Building on its reputation for always being ahead of the curve, Warner Bros. Pictures Canada created a unique outdoor installation merging science and advertising that is guaranteed to leave movie lovers, science buffs and art enthusiasts in ‘awe’ or ‘eww’.
In support of Academy Award winner Steven Soderbergh’s latest film “Contagion” — in theatres September 9th, Warner Bros. Pictures Canada teamed up with microbiologists and immunologists from around the world to create a one-of-a-kind bacteria message board located at 409 Queen Street West in an abandoned store-front window. On August 28th, two large Petri dishes were inoculated with live bacteria including penicillin, mold and pigmented bacteria and almost overnight have revealed the true Contagion — an artistic interpretation of the spread of a virus as depicted in the film.
The public was invited to witness first-hand the remarkable growing power of natural bacteria on Wednesday August 31st from 11:00 AM — 2:00 PM. The first 50 people who arrived received passes to see “Contagion” in theatres and other themed prizes.
For an early September release, Contagion was about as solid as one could hope for. Soderbergh breezes through the story fueled by a fantastic score and leaves the audience wanting about a half hour more to flesh out some of the extraneous characters and storylines. Still, Contagion is worth your time and money if you don’t mind being a little freaked out.
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