Japan gets discounted 'Truth'

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Paramount Vantage is teaming with Toho Cinemas Ltd. and other Japanese companies for an innovative promotion of former Vice President Al Gore's documentary "An Inconvenient Truth."

Gore attended the film's premiere Monday in Tokyo, but for the next four Sundays moviegoers will be able to watch the film for a mere ¥500 ($4.17) at five major theaters across the country. The promotion is the first of its kind in Japan, where a movie ticket usually costs about ¥2,000 ($16.60).

Nihon Tetra Pak K.K., which makes food and drink packaging, is sponsoring the promotion and paying the difference in the ticket price.

Aware of Tetra Pak's commitment to the environment, the entertainment business division of advertising agency Hakuhodo DY Media Partners Inc. proposed the unusual "Eco Sunday ¥500 Movie Day Campaign — Think Eco on Sundays!"

"Our biggest goal is to expand opportunities as much as possible for Japanese consumers to become aware of this significant movie and aware of the crisis of global warming," said Hirotaka Kitazume, content producer at Hakuhodo, adding that ¥500 is an eye-catching price for a new movie in Japan.

"We believe now is the perfect time for Japanese people to think more about the environment," he said. "People want to know how to act specifically to preserve the Earth's environment. We have been quite successful so far, and we have received numerous inquiries from consumers. And we are expecting to have a full house in the theaters."
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