Case Studies - Film


20th Century Fox International

How To Train
Your Dragon 2


France, Netherlands, Sweden, Russia, Belgium, United Kingdom, Spain, Italy, Brazil, Mexico



As part of a pre-release tactical campaign, 20th Century Fox International and The Metro Network joined forces to promote 5 minutes of exclusive footage of the highly anticipated ‘HOW TO TRAIN YOUR DRAGON 2’ movie, which could be viewed only by customers visiting promotional cinema groups within each of the countries on the plan in April and June. Utilising the biggest and most impactful format in the newspaper, the campaign was made up of national cover wraps in 10 markets across Europe and Latin America as well as the Metro UK iPad edition.


The campaign reached a massive audience of over 16m Metro Network readers across the 10 markets where the activity appeared, giving a huge lift to 20th Century Fox International’s ‘HOW TO TRAIN YOUR DRAGON 2’ exclusive marketing promotion.