Universal McCann - Unviersal McCann/Los Angeles, Columbia Tristar Home Entertainment team for online marketing of 'Hollow Man' DVD - Brief Article

Brandweek, June 18, 2001 by Alan J. Frutkin

Despite the success of the Hollow Man DVD marketing campaign, Lodinger says, the Sony unit has yet to try the tactic again, sticking both with magazines and television as its primary media.

But even though Hollow Man's target demographic may have been best suited for a male-skewing, online marketing campaign, she says the concept could work for female-targeted titles as well.

And the McCann team seems eager to build on the success they achieved with Hollow Man. "With interactive media, we've adopted a philosophy of test, learn and evolve," Plishner says.