Sony Pictures became the first studio to pay theater chains to show a trailer, which theaters traditionally show with no cost to studios. Sony paid General Cinema Theatres and AMC Entertainment Inc.
an undisclosed amount to ensure a 60-second trailer for the Rob Schneider comedy would preview before showings of the blockbuster movie "The Mummy Returns." "The Animal" opens June 1. The payments
covered a two-week period in early May.
- Adam Bernard
