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Seeking Just The Right Jedi

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Frenzy over the new Star Wars movie is almost out of this world at Inforonics, a Littleton, Mass., company eager to make its name known among job seekers.
What better way to reach workers in the highly competitive high-tech arena than during those few captive moments before a film, especially one sure to draw a more technical crowd.
That was the reasoning behind three recruitment ads now running on 57 screens owned by General Cinemas in the Boston area where Star Wars: Episode I The Phantom Menace is now playing.
The ads were created and placed by Fernandez/Wolf in Brookline, Mass., whose co-founder, Gary Wolf, is no stranger to Hollywood or fiction. He penned the novel on which the 1988 Disney movie Who Framed Roger Rabbit? is based.
Officials at Inforonics, which manages electronic commerce applications and data flow, said last week that hits to the company's Web site have shot up 10 percent and morale is running high.
"There are a lot of Star Wars fans here who just think it's cool we're doing this," said marketing director Mark Pisley. -Judy Warner