LA Times newsboxes promote Mission: Impossible III
4,500 newspaper boxes for the Los Angeles Times will be equipped to play the Mission: Impossible III theme song as part of a deal to promote the new Tom Cruise movie. An additional 18,000 newsracks and stands will not have music but will have signage for the movie.
“The ’singing’ newsrack is a new and surprising way to use newspapersand leverage one of Hollywood’s most recognized theme songs,” said Mickie Sullivan, director of entertainment advertising for the Los Angeles Times. “And it fits Paramount’s strategy of creatively engaging consumers where they would least expect it.”
UPDATE: The Risky Business blog brings us word of a funny story. Some customers mistook the music player in one newsbox for a bomb and the box was blown up by the LA county sherrif’s department. Oops.
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movie marketing, paramount pictures
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