LA Times, Universal Tout The Black Dahlia Via Archives
The Los Angeles Times is taking a step back in time—nearly 60 years—to help promote Universal Pictures’ upcoming film The Black Dahlia.
Universal Pictures and The Los Angeles Times last week launched an integrated campaign using published news stories—from the Times’ archives—dating back to 1947 when the Black Dahlia crime occurred. The campaign includes print ads, a microsite and outdoor ads.
On Sunday, The Los Angeles Times, Chicago Tribune and Newsday ran four-page ad inserts that drove their more than 2 million readers to The Black Dahlia microsite. The site, which launched last Friday, offers viewers more than 50 Times articles on the 1947 unsolved murder of aspiring actress Betty Ann Short, a theatrical trailer to the film, a downloadable map to murder investigation locations and a case history with Author James Ellroy.
“The Black Dahlia story is a part of Los Angeles history that continues to captivate us today,” said Adam Fogelson, president of marketing, Universal Pictures, in a statement. “These archival pieces from the Los Angeles Times, like the film itself, provide an extraordinary opportunity for people to rediscover why the Dahlia case casts such a long spell.”
In addition, teaser ads promoting the film will run in print sections of the Times through Sept. 14, a day before The Black Dahlia hits theaters nationwide. Some 23,000 customized news racks and headers will support.
“The credibility of The Times’ extensive historical coverage, coupled with the ongoing fascination of this unsolved case, will help raise awareness of and interest in this film among moviegoers,” said Lynne Segall, Los Angeles Times VP-entertainment advertising, in a statement.
Online materials and P-O-P materials support.
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