Sci Fi Channel U.K. Promotes The Grudge With a Microsite

From across the pond, Brand Republic noted that the U.K. Sci Fi Channel promoted the launch of the supernatural thriller 'The Grudge' with a custom microsite, on-air promos and horror-themed weekend programming:

The microsite contains editorial and promotional information about the film, which stars 'Buffy' actress Sarah Michelle Gellar and is a remake of a popular Japanese thriller.

There is also a viral email competition that shows mysterious footage of the Sci Fi office. Promotional trailers and behind-the-scenes footage support the movie.

The "Do you have a grudge?" themed weekend was developed by Sci Fi Brand Solutions and ZenithOptimedia and includes some of the best Japanse and Thai supernatural cinema, including the first back-to-back screening of 'The Ring' trilogy.

Does anyone know if this is a carbon-copy of the U.S. Sci Fi Channel's promo (or if they did one at all?)

At any rate, the "weekend saturation" approach appears to have taken ground in Europe as well.

Brand Republic