Empire launches first ever half page cover-wrap

For the first time, Empire magazine will be publishing with a half page cover-wrap to promote Netflix’s new film Mank.

Empire launches first ever half page cover-wrap
Terri White: “Empire always seeks to innovate and push the bounds of creativity.”

In the film’s signature striking black and white colouring, the April 2021 issue will be Mank branded on the back cover and on a half-page on the front, catching readers’ eyes and encouraging them to stream the film at home.

The campaign comes as recent Bauer Media research found that 16% of audiences have been reading more magazines now than prior to the pandemic, with 30% citing that they feel that they have a closer relationship to their favourite magazine compared to pre-lockdown. According to the publishers, Empire has seen digital growth of +104.3% YOY.

Subscribers' fully wrapped issue.

Whilst the newsstand copies will have a half-page cover-wrap, Empire subscribers will receive a fully wrapped issue with Mank branding printed on card – the first time Empire has ever done this with a commercial partner. Readers of the digital issues can also expect a Mank branded wrap on the front, and all versions will include an advert for the film on the inside front cover.

The issue went on sale yesterday, following Mank’s six Golden Globes nominations including Best Motion Picture Drama, Best Director of a Motion Picture for David Fincher and for Gary Oldman for Best Performance by an Actor in a Motion Picture.

Terri White, Editor-in-Chief, Empire, said “Empire always seeks to innovate and push the bounds of creativity – whether through bold editorial covers, world-first executions or commercial innovations. Netflix were the perfect partner for our first advertising wrap, promoting Mank, a five-star film our readers have loved streaming at home, in a dynamic, daring and disruptive way.”

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