• by Gavin O'Malley  @mp_gavin, November 20, 2006

AOL's Moviefone has tied up with four major movie studies for a new promotional campaign that will break today. For the upcoming multichannel campaign for Moviefone.com, posters from four major pictures--Warner Bros.' "Ocean's 13," Dreamworks' "Shrek The Third," Lionsgate's "Saw III," and Universal's "Evan Almighty"--have been altered to feature Moviefone.com's signature tagline, "What's your moviemood?"

Agency Attik was responsible for the creative execution of the campaign, incorporating the Moviefone "What's your Moviemood" theme into the studio's existing poster art.

"The idea for the Moviemood campaign came from the insight that we all experience, going to the theater or video store and asking ourselves what we're in the mood for," said Wayne Hanson, creative director, Attik. "The campaign plays on the power of movies to influence your mood and easily spans cinema, print and Web."

Moviefone sold in the idea of the campaign to the studios and secured their poster artwork, according to an AOL spokeswoman. AOL handled the media buy.

Another recent example of Moviefone working with studios is Paramount's recent decision to include content produced by Moviefone onto its new DVD releases. Most recently, the "Mission Impossible III" DVD featured Moviefone.com's "Unscripted" in which Tom Cruise and director J.J. Abrams interviewed each other.