The Akshay Kumar - Sonakshi Sinha starrer Holiday: A Soldier is Never Off Duty opens June 6 and the marketing folks have been busy building anticipation for this new film. The film will release in 41 countries with 100+ screens across North America alone.
- First, the Holiday team brought in stunt coordinator Greg Powell - whose work can be seen in the Bourne Ultimatum, Prince of Persia: Sands of Time, and Skyfall - to lend his expertise to the the action scenes.
- Second, the story is a unique action thriller dealing with the idea of sleeper cells - terrorist groups who blend into society and live undetected - and how the army tries to identify and capture them.
- Third, the Holiday team ran an online marketing campaign offering an interesting collection of posters and postcards based on the film. Released regularly over several months, this virtual SWAG ("Stuff We All Get") created enthusiasm among fans by showcasing the new Akshay action avatar.
Below is a collection of these posters and postcards. Click on each image to see a larger version.
Also check out our Holiday Storify collection of tweets, photos, and videos.
|Image released early in online marketing campaign and used in motion graphic. Used subtitle "Off Duty Soldier On Duty" later changed to "A Soldier is Never Off Duty".|