'9' Promotion Gets Glowing Reviews

By: Mark Fitzgerald Focus Features didn't plan an outdoor advertising campaign for its animated sci-fi movie 9, but a promotion with the Los Angeles Spanish-language daily La Opini?n turned 11,000 news boxes into mini-billboards with the newspaper industry's first-ever glow-in-the-dark rack cards.

"In everything we do, we try to push the envelope and create new ways to reach people," says Elizabeth Barrutia, whose Baru Advertising agency conceived the cards. "This film has some fantastic visual stylistic elements to it, and the glowing effect goes with the hues of the film."

ImpreMedia-owned La Opini?n handled the printing and distribution of the cards, which absorb light during the day and can glow for as long as 10 hours at night. The promotion for the movie included print ads in the news-paper and a contest for its readers.

The attention-grabbing rack cards caught the fancy of souvenir collectors, too. "A lot of the street-side rack cards went missing ? a lot," Barrutia says. couldn't replace them fast enough."


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