Lexus Speeds Onto The Silver Screen
With the effectiveness of traditional media declining, automaker Lexus has taken a new approach to its advertising. From early March until April select movie theaters will be showing a Lexus 2008 IS F commercial with PG-13 and R rated movies . Lexus signed a deal with National Cinemedia so that their commercial will be shown at screens across the country. Movie theater runs of the ad will allow Lexus to better target its audience for this sporty new car and take advantage of the theaters themselves.
The advertisement utilizes theater technologies such as digital projection and surround sound to make viewers feel like they are right there with the car. The automaker expects the ad to receive 50 million impressions during its 7 week run and are confident that it will generate buzz with potential buyers. Lexus’s advertisement is part of a growing marketing trend away from traditional media, with cinema advertising experiencing a 15% yearly growth. Take a look at the 2008 Lexus IS F below, though you will have to go to your local theater to see the new ad for yourself.
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