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LOS ANGELES True, the minority-advertising specialists partnered with Omnicom’s TBWA\Chiat\Day, pulled off an advertising stunt during the weekend that was equal parts Brechtian experimental theater and William Castle-esque ’60s-movie schlock. During certain screenings of Paramount’s The Fighting Temptations at the Loews Broadway in Santa Monica, Calif., actors planted in the audience “spontaneously” responded to a Nissan Altima spot created by the agency and placed via cinema-advertising company Screenvision.
The spot was designed to be interactive, said True chief operating officer Valencia Gayles.
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