When the Weather Is Bad, Digital Billboards for the 'Baywatch' Movie Will Try to Cheer You Up

They use data to target cold folks

The ad campaign is underway for the Baywatch movie, which opens nationally on May 26. While the forthcoming flick most likely won't go down in cinema history with the likes of Citizen Kane or Chinatown, its Paramount Pictures marketers are approaching out-of-home with a bit of innovation. 

Utilizing the digital billboard system from Lamar Advertising, Paramount and its team are targeting 16 mostly rust-belt or corn-belt mid-sized markets with ads that change according to the weather happening around the signage.

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