"Wild Things" publicity campaign has art-house style

10/21/2009 | Advertising Age (tiered subscription model)

Warner Bros.' marketing push behind Spike Jonze's big-screen adaptation of "Where the Wild Things Are" is meant to capitalize on his reputation as a serious, art-house director. The advanced publicity for the film, which earned $32.5 million in its opening weekend, included a blog from Jonze with a "handmade" style similar to the movie's look. Jonze also developed a set of style standards for licensees, so that any ancillary products would match his vision.

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