Movie marketing reached a new height this year as Netflix’s The Archies recreated its essence inside a special Vistara retro jet flying from Delhi to Goa.“The celebration onboard featured retro-themed décor mirroring the film’s aesthetics, specially crafted meals and beverages reminiscent of Pop Tate’s, customized Vistara and Netflix giveaways, and an opportunity for passengers to travel with their favorite characters from The Archies,” states a press release from Vistara. The Archies’ soundtrack played during boarding and landing, and Vistara World, the in-flight entertainment system, showcased exclusive behind-the-scenes glimpses into the making of The Archies. As part of this collaboration, passengers were flown to a Riverdale setup at the Manohar International Airport, Goa, transforming the arrival hall into a mini-Riverdale with retro-themed props and backdrops from the film. A flash mob, featuring the cast, a dance troupe, and the Vistara crew, welcomed the passengers.
Vistara joins a string of brands partnering with The Archies, set to release on December 7, 2023. Starbucks offers four holiday-themed beverages inspired by the movie’s characters, Maybelline New York released a limited-edition Archies collection, and Skybags introduced a backpack collection targeting GenZ consumers. These brands feature the main cast in their promotional videos. In India, dating app Tinder took a unique approach by featuring DOT., an unknown girl from the upcoming movie, to showcase the app’s new incognito mode, allowing subscribers to be seen only by people they have liked.While some movies rely on brand partnerships within the film and for promotions, others stick to traditional methods like outdoor advertising and on-ground activations.
