HP Turns Movie Lobbies Into Printer Showrooms

Reasoning that consumers had to physically touch its product to get the full experience of it, Hewlett-Packard is rolling out a cinema campaign for its Photosmart Premium with TouchSmart Web printer with in-lobby demos.
The printer sports a small touch screen that allows a person to print directly from it without a computer via simple applications from HP’s content partners including Fandango, coupons.com, Google Maps, Snapfish, USA Today and DreamWorks.
HP launched the printer in September with a TV, print and online campaign from Goodby, Silverstein & Partners, San Francisco. A TV ad featured animation showing how the printer can be used to print Google Maps directions. Tagline: “Touch the Web, print the Web.”