News

PR-Film Promos Hit Read-out Screens

Note from author Robert Marich in 2007. Beaming text messages promoting movies to digital read-outs screens on radios seems to have faded in U.S., though is popular in Europe. Service vender dMarc (see below) later shifted its business model to auctioning radio commercial air time and then was acquired by Google.

dMarc Networks and Revolution Studios Partner To Test New Medium for Film Marketing

Tuesday September 24, 6:02 am ET

NEWPORT BEACH, Calif., Sept. 24, 2002  --  /PRNewswire/ -- dMarc Networks, Inc. (dMarc), a radio frequency subcarrier management and wireless data distribution firm, and partner Clear Channel Communications, Inc. (NYSE: CCU - News) have joined up with Revolution Studios and Sony Pictures Entertainment to tap into a new advertising opportunity for movie marketing. Through the use of dMarc's patent-pending dRDS(TM) (Dynamic Radio Data Service) system, which allows text to be broadcast and appear on car radio LCD and LED screens, Revolution Studios was able to send targeted promotional "radio text" messages through LCD and LED screens in cars across the Los Angeles area promoting its blockbuster summer release "XXX" starring Vin Diesel, which opened on August 9th. The campaign for "XXX," which began on July 31st and ran through August 16th, was the first time the technology had been used as part of a film's marketing campaign.

"We are excited to be working with Revolution Studios in leveraging the dRDS radio text to promote 'XXX,'" said Ryan Steelberg, president and co- founder of dMarc Networks. "This information-centric medium is a great complement to their overall marketing program to promote their movies, with the ability to communicate to consumers through the radio, either independently or in sync with their audio spots."

Leveraging Clear Channel's reach was the perfect forum for the dRDS marketing campaign. Clear channel ran the "XXX" promotional messages on all of their five major Los Angeles-area radio stations, KYSR 98.7, KBIG 104.3, KIIS 102.7, KOST 103.5 and KHHT 92.3, both promoting the film on its own, and by sending out messages to complement songs from the official movie soundtrack as they were played.

"We see dRDS as an innovative and cost-effective way to reach consumers in a captive environment in their cars," said Terry Curtin, head of marketing and distribution for Revolution Studios. "The ability to manage a coordinated campaign across one or multiple stations and direct targeted messages to consumers made dRDS an effective marketing complement to our overall promotional campaign for 'XXX.'"

About "XXX" and Revolution Studios

Vin Diesel reunites with the director (Rob Cohen) and the producer (Neal H. Moritz) of the blockbuster "The Fast and the Furious" for this summer's high-octane, action-packed espionage thrill ride from Revolution Studios. Diesel stars as Xander "XXX" Cage, the notorious underground thrill seeker who until now has been deemed untouchable by the law. NSA Agent Gibbons (Samuel L. Jackson,) forces XXX to cooperate with the government to infiltrate an underground Russian crime ring and avoid going to prison. Betting XXX can succeed where other conventional spies have failed, Gibbons sends XXX to enter this world of crime undetected, using his natural athletic prowess and a whole lot of attitude. Enlisted for a dangerous covert mission, he must combat a clever, organized, and ruthless enemy far beyond the scope of his experience. This summer, the fate of the world lies in the hands of a new breed of secret agent.

Revolution Studios was formed by Joe Roth in May 2000 to independently produce and finance films in partnership with Sony Pictures, Starz Encore Group and Fox Entertainment Group.

About Clear Channel Communications, Inc.

Clear Channel Communications, headquartered in San Antonio, Texas, is a global leader in the out-of home advertising industry with radio and television stations, outdoor displays, and entertainment venues in 64 countries around the world. Including announced transactions, Clear Channel operates approximately 1,225 radio and 37 television stations in the United States and has equity interests in over 240 radio stations internationally. Clear Channel also operates approximately 776,000 outdoor advertising displays, including billboards, street furniture and transit panels across the world. Clear Channel Entertainment is one of the world's largest diversified promoters, producers and presenters of live entertainment events and is a leading fully integrated sports marketing and management company. Corporate information can be found at http://www.clearchannel.com .

About dMarc Networks, Inc.

dMarc Networks is a privately held software and service company providing subcarrier management and data delivery solutions for radio broadcasters, marketers and advertisers, and content and data service providers. Its patent-pending solutions enable cost-effective and reliable delivery of content and data services to remote devices, car radio receivers, telematics systems, and other endpoints. Additional information can be found at www.dmarcnetworks.com .