Ads Debut on Cinema Screens

NEW YORK, a division of America Online, said Tuesday it will unveil the next leg of national campaign with an in-theater trailer starting tomorrow, timed to the release of Spider-Man 2. A second trailer will be released in October.

In addition to the trailers, the national campaign, via Weiden + Kennedy in Portland, Ore., includes TV, radio, outdoor, print and online executions, theater signage and concession item branding. Two TV spots debuted on CBS during the June 22 broadcast of the American Film Institute’s 100 Years, 100 Songs. The ad budget was not disclosed.

The first trailer, “Candy Bar,” depicts a woman seated in her car, enjoying a candy bar, but wishing that it had some in it: “Milk chocolate, nougat, and a delicious center . . . Then it would not only be rich and chewy, I could get movie listings, watch trailers, even buy advance tickets.”

The second trailer, “Marriage,” features a man cutting meat at a carving station contemplating a marriage to “Then if we ever got divorced, I’d get 50 percent of the movie listings, previews and tickets sales… unless there was a pre-nup … I better get an attorney.”

“We recently re-launched with a new look and feel and a wealth of exclusive new content and this new campaign is a great way to keep Moviefone top of mind for consumers during this busy movie-going season,” Steven Yee, vp and general manager, AOL Movies/Moviefone, said in a statement.

—Brandweek staff report