UA's 18-month marketing effort will culminate in 2009, coinciding
with the 90th anniversary of the studio's founding. The campaign will include a $20 million media blitz with print, radio and online components, a promotional partnership with Panasonic and a "United
Artists Film Festival" that will visit 20 cities and screen such titles as "Dr. No," "Rocky" and "Annie Hall."
"We want to reinforce and remind people of what a powerful film history and legacy a brand like United Artists has," says Paula Wagner, CEO of United Artists and Cruise's longtime business partner. UA is part of the privately held Metro-Goldwyn-Mayer.