Sony’s Struggling Electronics Division is Hoping for a Spider-Man Rescue

Photo of Spider-Man 2Like a damsel in distress, Sony’s money-losing electronics businesses are hoping that Spider-Man can save them…and it just might take a superhero to do it. With Sony Pictures’ The Amazing Spider-Man 2 about to launch in Japan this month – and in the U.S. next month – the company’s hardware businesses have teamed up with their entertainment businesses to launch an aggressive cross-promotion.

Can Spider-Man save Sony electronics?…


Sony – as well as many Hollywood insiders – expects Spider-Man 2 to be a huge hit. And it better be…the company spent $200 million to create it. But if all goes well, Sony expects the movie to pull in revenues of $1 billion…it’s biggest move ever.

And according to a report by the Nikkei, Sony’s electronics businesses are hoping that some of that good will rubs off on them as well. They plan on partnering with Sony Pictures and major retailers such as Best Buy with a variety of promotions based on the movie about the popular comic book character.

The Nikkei has learned, for example, retailers will be able to offer buyers of Sony TVs and Blu-Ray recorders goodies, such as tickets to the movie or copies of Spider-Man on Blu-Ray Disc. Those who step up to buy Sony 4K high-resolution flat-panel TVs will receive special bonus 4K Spider-Man content.

Photo of Spider-Man 2 in Japan

Promotional campaign on Spider-Man in Japan

Sony will also try take advantage of the buzz around Spider-Man 2 to help promote its new Xperia Z2 smartphone that is launching in the next 60-days or so. Featuring augmented-reality capability, which overlays digital content onto physical space, Sony will include special Spider-Man augmented-reality images pre-loaded on the phone.

In addition to promotions centered around Spider-Man 2, the Nikkei reports that Sony’s electronics division is also planning promotions centered around the launch of an album of unreleased music from deceased pop icon Michael Jackson. Consumers who buy Sony smartphones or tablets will have the opportunity to download the Jackson album for free.

For more on Sony, see: www.sony.com.

About Ted

A sales and marketing specialist - primarily in the technology industry - I've experienced a sort of "circle of life" in business. I've been a mass merchant retailer, a specialty retailer, a specialty manufacturer, a large volume manufacturer, a distributor, and even represented sales representatives. Now the owner of a marketing company that works with a variety of businesses on improving their strategic marketing and business development - I analyze issues from all angles to develop holistic solutions.

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