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HBO Schedules an ‘Entourage' of Promos

21 Apr, 2005 By: Jessica Wolf

HBO Video is targeting the hippest of the hip for the May 10 release of Entourage: The Complete First Season.

The trendy TV show follows a group of friends who circle around up-and-coming Hollywood star Vincent Chase (Adrian Grenier).

HBO is hitting the streets in Los Angeles and New York the Thursday after street date with an “Entourage”-themed Hummer (like the one a character on the show drives) parked outside hip nightclubs in the two cities.

The Hummer can serve as a taxi-for-hire or as a screening room, said Sofia Chang, VP of marketing for HBO Video.

Also hitting up the two cities' hotspots will be street teams sporting a new T-shirt technology. The shirts have 11-inch flat screens and speakers built into them and the models will be literally wearing trailers for the show, Chang said.

“The whole idea was creating something that speaks to the target — young people who are interested in what life in Hollywood is like,” she said.

HBO will also hand out free screeners of the first episode of “Entourage's” first season. The second season begins airing June 5 on HBO.

The unique promotions, along with a traditional print, TV and Internet marketing plan, are designed to keep the title top-of-mind and on store shelves well past street date, Chang said.

The double-disc set ($39.98) includes audio commentaries from creator Doug Ellin, executive producer Larry Charles (“Seinfeld,” “Curb Your Enthusiasm”) on three episodes and behind-the-scenes interviews with cast and crew.

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