Clear Channel Communications is partnering with several West Coast companies to test a new medium for marketing motion pictures. The new system broadcasts promotional messages that display on car radio display screens using a patent-pending technology called dynamic radio data service, belonging to Clear Channel partner drama Networks Inc. The companies used the new service to promote the summer movie "XXX" starring Vin Diesel in the Los Angeles area with the support of Revolution Studios and Sony Pictures Entertainment.
Clear Channel ran the promotional messages on all of its five major Los Angeles-area radio stations from July 31 through August 16. It was the first time the new medium has been used as part of a film's marketing campaign. "We see (this new medium) as an innovative and cost-effective way to reach consumers in a captive environment in their cars," says Terry Curtain, head of marketing and distribution for Revolution Studios, told American City Business Journals.