Movie Marketers Out For More Than 'Coming Soon'

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With the summer crop of blockbusters on the way, the movie industry, the first to paint entire buses and an early convert to Internet marketing, is experimenting with media more feverishly than ever as studios compete to stand out.

Though protests picked off Sony Pictures’ attempted on-field ad play for Spider-Man 2, movie marketers elsewhere are seeking to cover all the bases—from the eyeballs watching the NBA playoffs to the Kleenex consumers use during movie tearjerkers.

“Everyone feels they’ve reached the limit of what a conventional 30- or 60-second spot gets you,” said Jeff Blake, vice chairman of worldwide marketing...

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