Movie marketers look for buzz online

08/7/2007 | Wall Street Journal (free content), The

Because opening weekend box office receipts can make or break a new feature film, marketers are creating in-depth, experiential online promotions that provide would-be film-goers with more than a simple preview. Crew Creative Advertising partner Damon Wolf said, "These campaigns build brand equity out of the gate and allow the viewer to be part of the marketing experience."

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Wall Street Journal (free content), The

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