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‘9’ Promotion Seeks Latino Market

9 Sep, 2009 By: Jordan Harrison

Focus Features is reaching out to Latino audiences with a glowing campaign for the film 9.

Los Angeles-based Spanish-language newspaper La Opinión’s 11,000 newspaper racks will feature glow-in-the-dark rack cards for the animated fantasy film, which is released in theaters nationwide Sept. 9 (9/9/09). This solar-charged card, an industry first in Los Angeles, will charge during the day and will glow for 10 hours at night.

“We have broken new ground in the industry with these glow-in-the-dark rack cards,” said Monica Lozano, publisher of La Opinión, the leading Spanish-language daily newspaper in the country.

The racks will be on display through Sept. 11. La Opinión also is running promotional ads with information on a chance to will a $200 gift card to Best Buy and collection of Focus Features DVDs by calling in or logging onto the newspaper’s Web site. The promotion is a collaboration between Focus Features, Barú Advertising and La Opinión.

9 is director Shane Acker’s feature-length expansion of his 2004 Oscar-nominated short film of the same name. Pamela Pettler (Monster House) wrote the screenplay for the feature, which is produced by Tim Burton and Timur Bekmambetov (Wanted), among others.

The DVD for 9 will be available this winter from Universal Studios Home Entertainment.


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