The Purple Rose of Rio?

RIO DE JANEIRO – Foote, Cone & Belding Sao Paulo is suggesting a new type of ‘interactive’ advertising in movie theaters. To promote its client Sanbra’s margarine Cremosyl, the agency has suggested the use of an actor who sits in the audience and carries on a conversation with two screen characters in a two-minute film. The idea is being tested in Rio de Janeiro and, if approved, will run nationally throughout Brazil.
Copyright Adweek L.P. (1993)