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PR- Newspaper Publishing 'Scented' Movie Ad
See comments from author at end...
PRESS RELEASE
Los Angeles Times To Feature First-Ever Ad With Scented Ink For Fox Walden’s “Mr. Magorium’s Wonder Emporium”
Distinctive and Original Frosted Cake-Scented Ad to Appear in The Times’ Fall Movie “Sneak”s September 9th
Fox Walden seized the opportunity to create new levels of involvement and connection with Southern California's readers and moviegoers and chose the universally beloved frosted cake scent to remind consumers of all ages to be young and have fun.
"The scented ink ad is yet the latest tool The Times is offering its advertisers as they continue to search for new ways to reach, excite and inform L.A.'s market of buzz," said Dave Murphy, executive vice president and general manager of the Los Angeles Times Media Group. "Fox Walden has been a terrific partner as we roll-out this bold concept and underscores our industry leading ability to create unique marketing solutions."
Times readers will be able to scratch designated areas of the "Mr. Magorium" ad, which will emit the frosted cake scent made from soy-based ink. Written and directed by Zach Helm, "Mr. Magorium's Wonder Emporium" (www.magorium.com) centers around a magical toy store that only asks one thing of its customers; you must believe it to see it.
"'Mr. Magorium's Wonder Emporium' is about a magical toy store that comes to life," said Jeffrey Godsick, president of marketing at Fox Walden. "So when the Los Angeles Times came to us with the idea to create a magical scratch and sniff ad we felt it was the perfect fit since it brings the ad to life."
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About the Los Angeles Times
The Los Angeles Times is the largest metropolitan daily newspaper in the country, with a daily readership of 2.2 million and 3.3 million on Sunday. The Los Angeles Times and its media businesses and affiliates – including latimes.com, The Envelope/theenvelope.com, Times Community Newspapers, Recycler Classifieds, Hoy, and California Community News – reach approximately 8.1 million or 62% of all adults in the Southern California marketplace.
The Pulitzer Prize-winning Los Angeles Times, has been covering Southern California for over 125 years and is part of Tribune Company (NYSE: TRB), one of the country's leading media companies with businesses in publishing, the Internet and broadcasting. Additional information about the Los Angeles Times is available at www.latimes.com/mediacenter.
About Fox Walden Fox Walden specializes in entertainment for movie audiences of all ages. Maintaining its own creative and marketing operations, Fox Walden releases are distributed domestically by Twentieth Century Fox.
....from author Robert Marich. The Marketing to Moviegoers book notes that newspapers in Los Angeles and New York City get unusually high ad spends because the ads reach and impress the filmmaking community. But the trend for film distributors has been to reduce ad spend on newspapers. The New York Times reported the ad is part of a $110,000-ad buy in the Los Angeles Times. Meanwhile, across the street in TV land, CBS Television is placing an enclosed flavor pouch containing a lime mojito strip in magazines to promote new series "Cane" about a family in the sugar and rum business.
....the author again post publication. The scent promotion is understated with only text "Scratch the toys to experience the Magic" in ad to alert the reader that anything is special. Scratching did get a pleasant odor on my finger, so this little stunt does work! However, it struck me that it was easy to miss this promotion.