Spot Runner targets 'Veil'

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New Internet-based ad agency Spot Runner has signed Warner Independent Pictures as its first major entertainment client.

Recently released indie film "The Painted Veil" is utilizing Spot Runner's locally targeted cable TV ad campaign for the first time, the studio said Wednesday.

The campaign consisted of customizing local versions of the movie's national trailer for 18 different markets while using purchased cable media time to support a broad tiered release schedule in the days leading up to the film's Dec. 20 release.

Running multiple local TV advertising campaigns simultaneously rather than a single broader campaign marks a departure from the traditional film-promotion model.

"We believe this campaign represents an effective new local marketing model for independent films," WIP president Polly Cohen said.

For Spot Runner, the collaboration broadens its client base. The agency previously served smaller and independently owned businesses.

"We believe this is a new marketing model for indie films," Spot Runner co-founder David Waxman said.

In the case of the studio's collaboration with Spot Runner, commercials promoting the film identified the names of local theaters where the film is playing, honed in on the neighborhoods located near those theaters and ran on channels that reflected the film's target audience.

The targeted campaign complements the film's national and bicoastal ad campaign led by MediaCom Worldwide.
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