The Los Angeles Times to Feature First-Ever Ad With Scented Ink for Fox Walden's 'Mr. Magorium's Wonder Emporium'
September 04 2007 - 9:00AM
PR Newswire (US)
Distinctive and Original Frosted Cake-Scented Ad to Appear in The
Times' Fall Movie 'Sneaks' September 9th LOS ANGELES, Sept. 4
/PRNewswire/ -- The Los Angeles Times and Fox Walden today
announced that the paper will feature the first ever ad using
scented ink to uniquely tout the 20th Century Fox release of a
Walden Media and Mandate Film, "Mr. Magorium's Wonder Emporium"
opening nationwide on November 16th. Starring Academy Award(R)
winner Dustin Hoffman and Academy Award(R) nominee Natalie Portman,
"Mr. Magorium's Wonder Emporium" is the story of the strangest,
most fantastic, most wonderful toy store in the world and the
equally fantastic and wonderfully innovative ad will debut in the
paper's annual Fall Movie Sneaks section on September 9th. The
Times becomes the first major newspaper in the country to
successfully present and implement the pioneering application which
adds a rich, new dimension to the medium. Fox Walden seized the
opportunity to create new levels of involvement and connection with
Southern California's readers and moviegoers and chose the
universally beloved frosted cake scent to remind consumers of all
ages to be young and have fun. "The scented ink ad is yet the
latest tool The Times is offering its advertisers as they continue
to search for new ways to reach, excite and inform L.A.'s market of
buzz," said Dave Murphy, executive vice president and general
manager of the Los Angeles Times Media Group. "Fox Walden has been
a terrific partner as we roll-out this bold concept and underscores
our industry leading ability to create unique marketing solutions."
Times readers will be able to scratch designated areas of the "Mr.
Magorium" ad, which will emit the frosted cake scent made from
soy-based ink. Written and directed by Zach Helm, "Mr. Magorium's
Wonder Emporium" (http://www.magorium.com/) centers around a
magical toy store that only asks one thing of its customers; you
must believe it to see it. "'Mr. Magorium's Wonder Emporium' is
about a magical toy store that comes to life," said Jeffrey
Godsick, president of marketing at Fox Walden. "So when the Los
Angeles Times came to us with the idea to create a magical scratch
and sniff ad we felt it was the perfect fit since it brings the ad
to life." About the Los Angeles Times The Los Angeles Times is the
largest metropolitan daily newspaper in the country, with a daily
readership of 2.2 million and 3.3 million on Sunday. The Los
Angeles Times and its media businesses and affiliates -- including
latimes.com, The Envelope/theenvelope.com, Times Community
Newspapers, Recycler Classifieds, Hoy, and California Community
News -- reach approximately 8.1 million or 62% of all adults in the
Southern California marketplace. The Pulitzer Prize-winning Los
Angeles Times, has been covering Southern California for over 125
years and is part of Tribune Company (NYSE:TRB), one of the
country's leading media companies with businesses in publishing,
the Internet and broadcasting. Additional information about the Los
Angeles Times is available at http://www.latimes.com/mediacenter.
About Fox Walden Fox Walden specializes in entertainment for movie
audiences of all ages. Maintaining its own creative and marketing
operations, Fox Walden releases are distributed domestically by
Twentieth Century Fox. DATASOURCE: The Los Angeles Times CONTACT:
Nancy Sullivan, +1-213-237-6160, , or Stephan Pechdimaldji,
+1-213-237-4791, , both of the Los Angeles Times; or Susie Hayasaka
of Fox Walden, +1-424-202-6623, Web site: http://www.latimes.com/
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