Spot Runner Goes Local to Promote Film

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Spot Runner lifted the "veil" off localized feature-film advertising with a campaign launched in 18 markets late last month in partnership with Warner Independent Pictures.

The Internet-advertising agency, based in Los Angeles, helped the studio to create a tiered campaign to promote the theatrical release of The Painted Veil, with national spots for the film localized and placed on cable systems.

In a change of release strategy, the commercials identified the local theater where the independent film debuted Dec. 20 and placed the spots just in the neighborhoods located near those theaters. Further, the spots were placed on cable networks that mirrored the film's demographic.

The campaign was spearheaded by MediaCom Worldwide, which is owned by WPP Group, one of Spot Runner's investors.

In a prepared statement, Warner Independent president Polly Cohen said the localized effort "represents an effective new local marketing model for independent films."

The localized spots were placed on cable in Chicago; Philadelphia; San Francisco; Dallas, Houston and Austin, Texas; Atlanta; Denver; Detroit; San Diego; Seattle; St. Louis; Portland, Ore.; Miami; Phoenix; Minneapolis; Boston; and Washington, D.C.

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