'LAT' Fronts for Depp's Mad Hatter | Adweek
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'LAT' Fronts for Depp's Mad Hatter

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The Los Angeles Times broke new advertising ground today, adapting the home-page takeover concept from the Web for the front page of its print edition.

Coinciding with the movie release of Alice in Wonderland, the front page is dominated by Johnny Depp's Mad Hatter character in 3-D.

The L.A. Times is the only major newspaper to use the ad unit, created as part of Disney's launch of the film in movie theaters.

"We knew this was an unusual opportunity to stretch traditional boundaries and deliver an innovative ad unit designed to create buzz and further extend the film's brilliant marketing campaign," said John O'Loughlin, evp of advertising and chief revenue officer at the daily, a property of the Tribune Co.