Not only would having a major Hollywood movie about his life have probably gratified the airplane and motion picture mogul Howard Hughes, but now CNN Advertising Sales and Miramax are teaming for a
new multi-platform promotional initiative surrounding the studio's December theatrical release of "The Aviator," which chronicles Hughes' early career.
The movie stars Leonardo DiCaprio and is
directed by Martin Scorsese. The on-air spots promoting the movie literally take flight on the CNN networks and encourage viewers to log on to CNN.com to learn how to win a trip to experience the
glamour of "Old Hollywood" embodied throughout the film.
In addition, branded movie promotional banners will run on CNN.com, directing users to "The Aviator" promotional mini-site, at which they
can enter the consumer sweepstakes, watch the movie trailer, and obtain information about the film.
"'The Aviator' is one of the most anticipated films of 2004, and we are excited to partner
with Miramax for this unique promotion," said Greg D'Alba, chief operating officer of CNN Ad Sales. "CNN's unique, exclusive audience and extensive out-of-home reach, combined with our ability to
develop creative and integrated marketing platforms, make CNN a key element of any entertainment company's marketing program."
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Included in the sponsorship is a first-look Miramax produced "Making
of The Aviator" promotional feature that will air on the CNN Airport Network beginning in December. The movie itself opens nationwide in theaters December 17.