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Abrams (“Lost,” “Alias”) brings his unique blend of action and drama to the billion-dollar franchise. Tom Cruise returns as Special Agent Ethan Hunt, who faces the mission of his life in “Mission: Impossible III.” Director J.J. It takes advantage of one of the most recognizable themes in cinema.” “This promotion certainly fits the bill: Ethan Hunt’s missions always come up when he least expects them and LA Times readers will receive the unexpected when they pick up their morning paper. “We’re always looking for new and innovative ways to reach moviegoers that fit the themes of our movies,” said Gerry Rich, president of worldwide motion picture marketing for Paramount Pictures. “And it fits Paramount’s strategy of creatively engaging consumers where they would least expect it.” “The ‘singing’ newsrack is a new and surprising way to use newspapers and leverage one of Hollywood’s most recognized theme songs,” said Mickie Sullivan, director of entertainment advertising for the Los Angeles Times. The “singing” and standard newsracks are part of a comprehensive print, online and point-of-purchase campaign supporting the May 5 “M:i:III” launch. Several of the racks are located in the heart of Hollywood at 5055 Wilshire Blvd., 5700 Wilshire Blvd., and 6500 Wilshire Blvd.Īn additional 18,000 Los Angeles Times newsracks will feature “Mission: Impossible III"-themed rack cards and rack headers promoting both the film and “The Ultimate Mission,” a global treasure hunt sweepstakes offering the chance to win an M:i:III adventure to Shanghai. The “singing” newsracks activated when the rack door is opened during a sale - have been randomly stationed throughout Southern California and will be operational from April 30 through May 7. Equipped with electronic sound boxes featuring the famous “Mission: Impossible” theme song, 4,500 Los Angeles Times newsracks have been recruited into the M:i:III force as “singing” newsracks a first-of-its-kind innovation created by the Los Angeles Times and Paramount Pictures.
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LOS ANGELES, Ap When “Mission: Impossible III” hits theaters on May 5, even something as routine as picking up your morning paper will be enticing moviegoers to see the action thriller.