The entertainment industry has long been a staunch proponent of the outdoor advertising industry, creatively incorporating the medium to promote everything from movie premieres to Broadway openings. Hollywood’s “Man with the Midas Touch,” Steven Spielberg, continues the out-of-home legacy, once again calling on alternative out-of-home to promote the long-awaited return of Indiana Jones. Given the successful use of alternative media to promote Spielberg’s Transformers movie last year, Paramount decided to turn it up a notch for Indiana Jones & the Kingdom of the Crystal Skull.
According to the article from Reuters, the Indy campaign comprises about 2,000 billboards, wall messages, bus-side promos and other out-of-home messages nationwide. Talk about a glowing testimonial.
And the promoters of Indiana Jones like billboards so much, they’ve decided that two are better than one. In target areas such as Los Angeles, New York and Chicago, multiple billboards are being used for a single message for the blockbuster. (In fact, several dozen photos of just the billboards are already on Flickr.)
While it’s hard to say exactly what portion of the $126 million opening weekend can be directly attributed to outdoor, there’s no question that the tight integration of all the campaign’s channels helped deliver the hype studio execs were banking on.
