Fox were keen to promote the film's release to Sky Sports fans, the perfect young male audience, and specifically wished to target the massive online community. Collaborating with the creative minds at Sky Media, an exciting and highly original campaign was created.

Build awareness of the film's release on Triple Play, Blu-ray and DVD. Increase purchase consideration. Identify the film as one to watch for Sky Sports fans. Keep the campaign activity on-theme with the film.

As the film's theme was focused on time being a currency, Sky Media suggested a campaign to bring this to life in a highly engaging and relevant way for Sky Sports fans- predicting the goals scored in added time during football matches. The concept resulted in an online hub being created and hosted on Skysports.com. A multi-media promotional campaign including; on air promotional spots, online display, mobile and social media, all directed users to the hub. Plus a competition offering Sky Sports fans the chance to win a trip for two to Times Square, New York.

The original concept struck a real chord with Sky Sports fans. The site accumulated high traffic and the competition received an impressive 6,724 entries. This raised awareness of the film's release date and got audiences engaged with the time-focused theme of the film.

The collaboration was a great success and raised significant awareness for the film's release. Additionally the creative execution offered a perfect match for film's themes. Joe Copeman, Sky Media added: "We have a great working relationship with Fox and pride ourselves on constantly delivering new exciting campaigns for both Theatrical & Home Ents releases. We are fortunate that we have so many quality media channels to use in these integrated solutions."