Advertising Industry
Industry: Email Alert RSS FeedHitachi goes to 'War' with Spielberg, Cruise; Madison + Vine: Inks rare deal to feature actor, director in $100M push.(News)(Steven Spielberg)(Tom Cruise)
Advertising Age, May, 2005 by Stanley, T.L.
Byline: T.L. STANLEY
In a rare coup, Tom Cruise and Steven Spielberg will appear in a four-month marketing campaign, valued at close to $100 million, that consumer-electronics giant Hitachi will launch around Paramount Pictures' big-budget summer entry "War of the Worlds.'' The company's products are integrated into the sci-fi film.
Messrs. Cruise and Spielberg normally do not appear in marketers' promotional spots. The two will not be paid for their participation.
Hitachi's planned promotional effort, to launch May 1 and continue through Aug. 31, is being compared to Samsung's pricey campaign for Warner Bros.' "The Matrix Reloaded'' in summer 2003, for which the company spent $100 million worldwide across various forms of media to...
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