PRESS RELEASE: Paramount Promote INTO DARKNESS With STAR TREK Themed Light Show

Paramount Pictures UK has today announced that they will close the WWF's Earth Hour in London by lighting up the sky with a gigantic Star Trek logo. Not a bad way to promote J.J. Abrams' Star Trek Into Darkness, eh? Hit the jump for details and the first image of the light show.

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By Josh Wilding - 3/23/2013

LONDON, Saturday 23rd March - As the UK prepares to go ’into darkness’ for WWF’s Earth Hour, Paramount Pictures is pleased to announce its support with a special ‘Star Trek’ themed light display which will dim as Earth Hour approaches.

This amazing light show by Paramount, in conjunction with Ars Electronica Futurelab & Ascending Technologies, will see quadrocopters fly into the night sky, forming the Star Trek federation logo beside Tower Bridge on a scale never seen before. In keeping with Earth Hour's initiative, the quadrocopters will utilize batteries that were charged in Austria using green energy from the Austrian renewable energy grid specifically for this event.

The event will coincide with WWF’s Earth Hour at 8:30 pm. Along with key landmarks such as Big Ben, the Houses of Parliament, and The London Eye going dark, the quadrocopters will turn off their glow in support of Earth Hour.

To signal the end of Earth Hour at 9:30 pm the quadrocopters will reform the Star Trek logo above London’s skyline.

The logo formation will hover about 36m (118ft) above the ground at the lowest point and the highest point (the tip of the logo) will be at approximately 130m (426ft) above ground. The total height of the logo will be approximately 94m (308ft).

The light show can be captured from the main location at Old Billingsgate Walk, giving a view of Tower Bridge and City Hall. Other vantage points for the public are the Tower of London and on location at Potters Field Park, Tooley Street, Southwark, London SE1 2AA.

John Fletcher, Director of Marketing for Paramount Pictures UK said “We are very pleased to go ‘into darkness’ with the rest of the world in support of Earth Hour. It seems fitting to be associated with such a global cause.”

Kellie Rollings from WWF said “WWF is delighted that Paramount is supporting this year’s Earth Hour event. Millions of people around the world take part in Earth Hour year on year and we’re always looking for innovative ways to get our message out there. It’s fantastic that Paramount has chosen to mark the hour by dimming their lights at this unusual light display.”

“STAR TREK INTO DARKNESS” is written by Roberto Orci & Alex Kurtzman & Damon Lindelof and directed by J.J. Abrams. Abrams is producing with Bryan Burk through Bad Robot Productions, along with Lindelof, Kurtzman and Orci. Jeffrey Chernov and Skydance Productions’ David Ellison, Dana Goldberg and Paul Schwake are the executive producers.

“STAR TREK INTO DARKNESS” opens in cinemas across the UK & Ireland on Thursday 9th May.









When the crew of the Enterprise is called back home, they find an unstoppable force of terror from within their own organization has detonated the fleet and everything it stands for, leaving our world in a state of crisis. With a personal score to settle, Captain Kirk leads a manhunt to a war-zone world to capture a one man weapon of mass destruction. As our heroes are propelled into an epic chess game of life and death, love will be challenged, friendships will be torn apart, and sacrifices must be made for the only family Kirk has left: his crew.]

STARRING:

Chris Pine as Captain James T. Kirk
Zachary Quinto as Spock
Benedict Cumberbatch as John Harrison
Alice Eve as Dr. Carol Marcus
Karl Urban as Dr. Leonard "Bones" McCoy
Zoe Saldana as Nyota Uhura
Anton Yelchin as Pavel Chekov
John Cho as Hikaru Sulu
Simon Pegg as Montgomery "Scotty" Scott
Bruce Greenwood as Admiral Christopher Pike

RELEASE DATE: May 9th, 2013 (UK). May 17th, 2013 (US).


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10 Comments
Silentman - 3/23/2013, 2:46 PM
awesome. wish i was british so i could be there to see it.
95 - 3/23/2013, 2:47 PM
[frick] Paramount. I already paid for a "Fan Preview" (on the 15th of May), and the United Kingdom still gets it earlier?! I better get a [frick]ing t-shirt and a poster, or somethin'.
SuperDude001 - 3/23/2013, 2:50 PM
Silentman @ Think how I feel, I'm British and didn't even know this was happening :(
Still this is really cool (a bit early for such advertising in my opinion but sure still cool)
Wildaniel - 3/23/2013, 2:56 PM
I rather see more pictures of Carol, lol.
BlackFlash - 3/23/2013, 2:57 PM
@SuperDude001 - I didn't know either :(
Chewtoy - 3/23/2013, 3:34 PM
Paramount desperately needs overseas audiences to give a damn about the Star Trek franchise... The last one essentially flopped overseas for a film with its budget.
DRMidNite - 3/23/2013, 3:38 PM
How did it flop overseas? They essentially made their budget back overseas. Stateside revenue was almost entirely profit.
Chewtoy - 3/23/2013, 4:07 PM
Earning $127m overseas doesn't begin to mean that they made back their $150m budget, even if that was the amount the studio got back (it's not) and even if it was net and not gross profit (its not.)

With budgets as high as they've taken these new Trek films, they need to release them with the same marketing strategies as any other blockbuster... And a franchise that earns such a lopsided percentage of its gross domestically these days is seriously at a disadvantage.

To put it in perspective, last year's "Journey to the Center of the Earth 2: The Mysterious Island" made about $100m more overseas than "Star Trek" did.

The good news is that there's plenty of room and opportunity to expand that overseas audience. I wasn't at all surprised to see major sequences of the film set on Earth and outside of the US as a result, or see major promotional efforts like the above.
DRMidNite - 3/23/2013, 4:42 PM
OH, I'm sorry. Studio Exec, are you? Sheesh...
Joe6Pack74 - 3/23/2013, 4:51 PM
[frick] the WWF. It supposed to be World Wrestling Federation. Not weak wildlife foundation. Your supposed to eat animals deal with it. [frick].

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