In for the Close-Up: Studios Take New Tack With Media

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HOLLYWOOD – Paramount Pictures’ ad for The Firm in the June 23 edition of The Wall Street Journal ended up on employee walls at offices around the country. The full-page, allcopy ad, ‘No Job Is Worth Dying For,’ struck a nerve with the business people it was designed to attract and probably encouraged them to buy a ticket to the film, considering it registered a record $45 million after six days out.
Paramount’s targeted placement – designed to reach the lawyers and other upscale business people who’d be inclined to eat up this adult tale of a law firm...

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