SONY TURNS TO CINEMA TO PROMOTE PLAYSTATION
By Adnews Staff
The Toronto office of Sony Computer Entertainment of America is using cinemas to promote its Playstation video game console and game titles. The company will launch a series of promotions for the product at Cineplex Odeon theatres across Canada beginning next week. The promotion will feature 60-second on-screen ads and 30-second commercials on lobby TV monitors. In addition, box office staff will wear Playstation T-shirts and there will be in-theatre materials including decals, posters and danglers. Coupons will be given to every patron of the theatres, offering a $5 discount on five popular Playstation game titles when they are purchased at a Wal-Mart store. Cineplex will also turn selected theatre lobbies into interactive game centres by hosting Playstation tournaments, giving moviegoers a chance to test their skills at some of Playstation's games. The promotion was created by Segal Communications of Toronto.