• The Hollywood Reporter, Wednesday, May 14, 2008 10:45 AM

Steven Spielberg's "Indiana Jones and the Kingdom of the Crystal Skull" is being hyped with huge messages plastered around all four sides of Madison Square Garden in New York and with giant double-billboard promos throughout Los Angeles and in Chicago, San Francisco, Dallas and elsewhere. Airports are also targeted in several hub markets.

Major billboard "dominations" are a key part of Spielberg's media strategy to scream event picture, says Steve Siskind, Paramount executive. Paramount says it is the first time anyone has employed multiple billboards for a single movie message.

Splashy L.A. signage also includes a building under construction with film promos on all four sides, and eight billboards at a single high-traffic intersection. Nationwide, the Indy campaign consists of about 2,000 billboards and other "out of home" messages.

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