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NEW YORK When it came to promoting small-budget film The Painted Veil, Warner Independent Pictures decided to take a new approach. It supplemented its national TV buys with customized local spots telling viewers the local theater showing the film.
Early results from the program, executed by WPP Group’s Mediacom, are promising, said Laura Kim, evp of marketing for Warner Independent. A market showing the localized spots doubled ticket sales compared to a similar market without the commercials, she said.
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