Initiative - Lionsgate/The Condemned

Finalist - Consumer Magazines

lLionsgate Home Entertainment: Anne Parducci, executive vice president; Chela Johnson, vice president, home video marketing. Initiative: John Nuzzi, executive vice president, managing director; Kimberly Miller, vice president, account director.

In a campaign that could be executed only in print media, Initiative used so-called "indestructible" paper to promote the DVD release of The Condemned, an action movie about tough guys fighting to the death on a desolate island. The ad, running in the special "Tough" issue of Maxim, challenged readers to come up with inventive ways to destroy the paper. Results: The DVD of The Condemned exceeded retail sales expectations by more than 30 percent, with rentals at 302 percent of box office, helping to raise Lionsgate's Q3 revenue 11 percent. The indestructible print ad itself received much press - especially when contest entrants included an Army unit in Iraq, whose video of blowing up the issue of Maxim was posted on YouTube.

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