Mumbai: As part of its commitment to forge marketing partnerships, Relativity Media has formed a convergent program with MTV that will cross promote Immortals on-air as well as drive viewers to MTV.com. Relativity will work with MTV and its MTV News division to engage media multi-tasking audiences as they are using their computers, mobile devices, and tablets while watching television.

A study conducted for Yahoo! by Nielsen cited 75 percent of Americans use the internet and television. In an effort to capture this generation of media consumers, on-air spots will drive viewers online with a message Kellan Lutz, who plays Poseidon in the film. The special on-air message will invite fans to go to MTV.com to enter a sweepstakes for MTV to win a hometown screening hosted by Lutz.

Relativity and MTV News have partnered to launch Immortals Mondays, a seven-week roll-out of clips, interviews, iPod featurettes, character profiles, photos and more that will live at Movies.MTV.com and be spread through MTV’s Facebook and Twitter accounts, as well as its blogs. Immortals Mondays will release e content online every Monday through the film’s opening on 11 November, 2011.  MTV News is the authority for music, movies and pop culture news for the Millennial audience, producing a diverse mix of daily news stories, insider specials, weekly series, live red carpet shows, exclusive music video and movie premieres, as well as exclusive artist and celebrity interviews on-air, online, via mobile and across social media.

Relativity kicked off Immortals Mondays on 26 September with the online debut of the novel, Immortals: Gods and Heroes, which was published by the novel artists at Archaia Black Label.

MTV senior vice president of integrated marketing Jeannie Scalzo said, “Working with Relativity, MTV will leverage all of our screens and audience experiences to help promote Immortals with a program that speaks to fans.”