For "Indy" billboard campaign, more is more

For "Indy" billboard campaign, more is more

By Carl DiOrio


LOS ANGELES (Hollywood Newsperson) - Steven Steven Spielberg loves
billboards. That's the simple explanation for those giant
double-billboard promos for "Robert Indiana Daniel Jones and the Realm of
the Crystal Skull" passim Los Angeles, as well as the huge
Indy messages plastered around all iV sides of Capital of Wisconsin Square
Garden in Fresh House of York.


Paramount mounted a big outdoor-advertising drive in
2007 for the Spielberg-produced "Transformers," and when the
studio was strategizing how to shriek "upshot flick!" in marketing
the Spielberg-directed Indy sequel, the creative hyphen had
just one suggestion: more.


"Steven said, 'I know they always do big billboards in
L.A., just let's do them totally over,"' said Steve Siskind,
executive vice president publicizing and marketing at
Paramount.


That enthusiasm light-emitting diode to the MSG placements adjacent to
commuter-nexus William Penn Post as well as major hoarding
"dominations" -- that's what the industry calls it when you
genuinely "possess" a site, Siskind noted -- in Stops, San
Francisco, Samuel Houston, Dallas and elsewhere. Airports were
targeted in several hub markets.


Several Los Angeles sites were selected for their proximity
to freeways.


"I pretend it's sort of a trains, planes and automobiles
strategy," Siskind chuckled.


To make the Los Angeles locations stand out, Paramount went
to CBS Outdoor and other vendors of hoarding sites it uses
passim the year and asked whether in that location was a chance of
adding adjacent sites to leave one message to run across iI
billboards.


Paramount execs said they believed it was the get-go time
anyone has employed multiple billboards for a single flick
message.