To reach the often elusive college market, some advertisers have decided to sponsor free movies on campus. As part of the package, messages are plastered on pre-event publicity and at the venue. One
company, Alloy Media + Marketing, likes to screen major motion pictures just prior to wide public release. This provides a free venue for college students "to hang out and experience a brand new film
and fits the idea of a product launch," says Alloy vp Samantha Skey. Youth Media & Marketing Networks (Y2M) is also in the business, but it favors classics and films tied to DVD releases. The Alloy
program has an option of product demonstration and sampling, and Skey notes that the screening "creates an organic sampling platform."
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