Roku is getting a makeover, courtesy of the Man of Steel. The connected TV platform and Warner Bros. Discovery have teamed up as “Superman” lands in theaters this weekend, per news shared with Marketing Dive.
Roku’s homescreen now features visuals themed around the DC superhero blockbuster, including the first branded search experience tied to a theatrical release. The integration shows the high-flying protagonist’s signature “S” logo alongside the Roku search bar while a branded row will be pinned to the search homepage to increase visibility for the James Gunn-directed film, which goes wide Friday.
A “Superman” promoted search row will also appear when users issue specific voice queries on their devices, such as “Look Up,” the movie’s tagline. Results will direct users to a video hub containing “Superman” trailers, sneak peeks and exclusive behind-the-scenes content, angling to reach both existing fans of the comic book icon and new audiences.
The summer blockbuster tie-up shows how Roku is continuing to evolve the monetization strategy for its homepage, where users peruse different streaming platforms to tune into. Previously, the platform has opened up advertising in Roku City, an illustrated screensaver depicting a fictional metropolis laden with Hollywood Easter eggs that plays when the viewer is idle for an extended period. Roku is the top player in the burgeoning U.S. CTV device market with 38% market share, according to Pixalate data, which gives Warner Bros. potentially wide reach for building “Superman” hype.
The studio wants to get as many eyes on “Superman” as possible as the movie serves not only as a reboot of the titular character’s story, but also Warner Bros.’ larger attempts at rebuilding a cinematic universe based around DC Comics. Box office expectations for “Superman,” which stars Rachel Brosnahan, Nicholas Hoult and David Corenswet in the title role, are so far mixed while early reviews have skewed mostly positive.
