To celebrate the launch of Village Roadshow Pictures’ King Arthur: Legend Of The Sword, Roadshow Films has teamed up with NZ fighting royalty – Joseph Parker and Dan Hooker – to localise the film’s ‘Street to King’ credentials.
King Arthur is the latest blockbuster from filmmaker Guy Ritchie, starring man-of-the moment Charlie Hunnam, along with Jude Law, Astrid Berges-Frisbey and Eric Bana.
A slick new take on the classic Excalibur myth, the film traces Arthur’s journey from the streets to the throne and an undeniable connection to the journeys of boxing champ Parker and UFC king Hooker’s rise to the top of their respective fields.
The result is a TVC and digital series, created by PR and content agency Undertow Media, that recounts Parker and Hooker’s risks taken for their sporting reward, highlighting the struggles and sacrifices that go hand in hand with becoming a legend.
In the film, Arthur (Hunnam) is somewhat of a back-alley Londinium ‘street king’ totally unaware of his royal lineage until he draws the sword Excalibur from the stone. Instantly confronted by the sword’s influence, Arthur is forced to face his demons and unite the people to defeat his enemy and become king.
Much like King Arthur’s journey from street to king, Parker credits his success to a combination of hard work and fate – a strong message depicted beautifully in the content, the Roadshow blurb says.
“On the other end of the scale is Hooker – a true up-and-comer who has never lost a UFC fight in Australasia and is quickly making his mark on the international stage.”
“Every day I wake up motivated and inspired to train. That’s success to me. It’s the challenge that drives me at the end of the day – it’s 100 per cent risk, 100 per cent rewards”.
The world heavyweight boxing champion successfully defended his WBO title just weeks ago in Auckland, and remains undefeated after 23 fights. On the other end of the scale there’s Hooker – a true up-and-comer who has never lost a UFC fight held in Australia or New Zealand and is quickly making his mark on the international stage.
Roadshow is confident Parker and Hooker will capture local audiences on an inherently ‘Kiwi’ level through the content.
“While King Arthur has broad appeal among young men due to its acclaimed director, slick production and incredible cast, the key to ensuring its box office success is an engaging communications strategy that speaks directly with our audience through two local figures that embody all that the film represents – stepping up, overcoming adversity and becoming a champion (or ‘king’) when the odds are against you,” says Roadshow marketing manager Stacie Beeksma.
To support the launch of the film today (Thursday 18 May), TVCs for King Arthur: Legend Of The Sword ‘Street to King’ have been launched across Facebook, YouTube and national television.
Brewery (www.brewery.studio) is an Auckland based production company producing craft content.
View the TVCs here …
Client: Roadshow Films
PR and content agency: Undertow Media
Media agency: OMD
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