“Alice in Wonderland” Cover-Wrap is Los Angeles Times Opening Day Exclusive
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Disney’s Mad Hatter Brings 3D Effect to Traditional Media Targeting Influential Southern California Audiences
(March 5, 2010) The Los Angeles Times breaks new ground today, translating the “homepage” take-over concept from the Web to print and deliver Disney’s Mad Hatter to readers’s doorsteps, driveways and city street corners.
Timed to coincide with the release of the highly-anticipated “Alice in Wonderland,” starring Johnny Depp, The Times is the only major newspaper in the country to carry the innovative ad unit, conceived to launch the film in the most creative and unexpected manner to Southern California’s key movie-going audiences and creative community. The cover-wrap art successfully conveys Depp’s Mad Hatter visage as a 3D image in a 2D format and creates a powerful opening day impression.
“The Times is thrilled to work with Disney to create a truly exceptional and distinctive way in which to let L.A. know ‘Alice in Wonderland’ is now in theatres,” said John T. O’Loughlin, Executive Vice President, Advertising and Chief Revenue Office. “We knew this was an unusual opportunity to stretch traditional boundaries and deliver an innovative ad unit designed to create buzz…and further extend the film’s brilliant marketing campaign.”
-- Posted March 5, 2010
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