Roku is getting a makeover, courtesy of the Man of Steel. The connected TV platform and Warner Bros. Discovery have teamed up as “Superman” lands in theaters this weekend, per news shared with Marketing Dive.
Roku’s homescreen now features visuals themed across the DC superhero blockbuster, including the primary branded search experience tied to a theatrical release. The integration shows the high-flying protagonist’s signature “S” logo alongside the Roku search bar while a branded row might be pinned to the search homepage to extend visibility for the James Gunn-directed film, which works wide Friday.
A preview of the “Superman” promoted search row.
Courtesy of Roku
A “Superman” promoted search row will even appear when users issue specific voice queries on their devices, equivalent to “Look Up,” the movie’s tagline. Results will direct users to a video hub containing “Superman” trailers, sneak peeks and exclusive behind-the-scenes content, angling to succeed in each existing fans of the comic book icon and recent audiences.
The summer blockbuster tie-up shows how Roku is continuous to evolve the monetization strategy for its homepage, where users peruse different streaming platforms to tune into. Previously, the platform has opened up promoting in Roku City, an illustrated screensaver depicting a fictional metropolis laden with Hollywood Easter eggs that plays when the viewer is idle for an prolonged period. Roku is the highest player within the burgeoning U.S. CTV device market with 38% market share, in line with Pixalate data, which supplies Warner Bros. potentially wide reach for constructing “Superman” hype.
The studio desires to get as many eyes on “Superman” as possible because the movie serves not only as a reboot of the titular character’s story, but additionally Warner Bros.’ larger attempts at rebuilding a cinematic universe based around DC Comics. Box office expectations for “Superman,” which stars Rachel Brosnahan, Nicholas Hoult and David Corenswet within the title role, are up to now mixed while early reviews have skewed mostly positive.
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