Universal kicked off its “Social Cinema” platform on Facebook back in August with The Big Lebowski, offering the title at a cost of 30 Facebook Credits ($3) for a 48-hour window. Well, the 2003 Rowan Atkinson starrer Johnny English is no Lebowski, but it is timed to promote Friday’s U.S. release of the studio’s sequel, Johnny English Reborn. Here’s the release:
LOS ANGELES, CA, October 18, 2011—Universal Pictures announced today that it is extending its Facebook “Social Cinema” experience internationally by offering the first Johnny English film for rent in the United Kingdom and Australia, as well as the United States.
This marks the first time Universal has offered its Facebook Social Cinema application to international consumers. The debut of Johnny English on Facebook complements the theatrical release of the film’s sequel, Johnny English Reborn, which was released in the United Kingdom on October 7, 2011 and in Australia on September 15. The comedy/spy thriller will be released in the United States on October 21.
Fans and first-time viewers in these regions may be a part of the Johnny English experience by renting the film through Universal’s Social Cinema application, which will allow fans of the franchise to rent, view and interact with the first movie through the official Facebook page (http://www.facebook.com/johnnyenglishmovie). Johnny English will be available for 30 Facebook Credits for a 48-hour rental window.
The Social Cinema application integrates social features into all aspects of the movie rental experience, leveraging Facebook’s powerful community features to spread the word, offer a coupon and enhance the viewing experience.
While watching the film online, consumers will have the ability to comment on and share memorable quotes and scenes, as well as see comments that friends and other Johnny English Facebook fans have made while watching the movie. In addition, users who rent the film will be able to pass along a 10 Facebook Credit discount on the rental for up to five friends through Facebook’s “Buy With Friends” platform.
NBCUniversal worked with Milyoni, a leading developer in F-commerce, who created the Social Cinema technology that offers movie lovers a unique, engaging, social viewing experience on the Facebook platform. To date, Universal has released The Big Lebowski and Scarface on Facebook through its Social Cinema application. These titles are currently available to consumers in the United States.