In National Cinemedia’s Firstlook Unique "What is
F?" 6-Spot Campaign Takes Advantage of Unique Movie Theatre Environment
and Surround Sound on More Than 13,200 Screens Nationwide
March 10, 2008 – Torrance, CA and Centennial,
CO - Lexus has launched an innovative new cinema advertising campaign for the
2008 IS F luxury high-performance sedan in National CineMedia’s (NCM) FirstLook
pre-feature program. Delivered through NCM’s Digital Content Network (DCN) – the
largest digital in-theatre network in North America – FirstLook is currently seen
on over 13,200 screens in AMC Entertainment Inc., Cinemark USA, Inc., Georgia
Theatre Company, Goodrich Quality Theaters, Kerasotes ShowPlace Theatres, Regal
Entertainment Group and other network affiliate movie theatres nationwide.
new Lexus 2008 IS F cinema campaign is the next phase of the IS F’s U.S. launch
(which began in October 2007 with viral Internet and PR tactics), and is intended
to introduce the car to a wide audience of automotive enthusiasts coinciding with
the vehicle’s arrival at Lexus dealerships nationwide. The innovative campaign
is comprised of six :15 second spots, each posing the "What is F?" question
with answers focused on key attributes of the IS F -"F is a 170 mph top speed;"
"F is 0-60 in 4.6 seconds;" "F is shifting in 0.1 seconds,"
"F is Precision Braking by Brembo," "F is Commanding Performance,"
and "F is Beauty within the Beast."
The dark and beautifully
lit cinematic spots, created for Lexus by ATTIK of San Francisco, were specially
designed to take advantage of the big screen environment and movie theatre surround
sound capabilities. In one spot, the unique sounds generated by the IS F’s dual-stage
intake engine take center stage as audiences hear the vehicle approaching on one
side of the theatre before they get a glimpse of the car speeding across the screen
and roaring out on the opposite side. In another, the beauty of the IS F is highlighted
larger than life as the camera flies into and around the vehicle to showcase the
"The 2008 Lexus IS F is a unique high-performance vehicle
and we wanted to launch it in a way that captures the car’s speed and sounds,"
said Dave Nordstrom, Lexus vice president of marketing. "We felt the best
way we can give people a feel for that performance was by using the full sight,
sound and motion impact of cinema."
"By creating this campaign
especially for the cinema, Lexus is really making a bold statement," said
Cliff Marks, president of sales and chief marketing officer, National CineMedia.
"The impact a creative campaign like this can have on movie audiences is
significant because it is something exciting and original that people have never
seen before. Also, cinema advertising recall is so high that people should be
compelled to head to their local dealership to see the new Lexus IS F in person."
National CineMedia’s FirstLook is a digital entertainment and advertising
pre-feature program showcasing content from A&E Television Networks, Discovery
Communications, NBC, Sony Pictures Entertainment, Turner Broadcasting System,
Universal Studios, Walt Disney Studios Home Entertainment and Warner Bros. along
with national and local advertising. Designed with the audience in mind, FirstLook
ends approximately at the advertised movie show time (when the film trailers begin)
and its entertainment content segments are rotated between theatres about every
two weeks to help ensure that frequent movie-goers are entertained by fresh content.
Beginning later in 2008, Loews theatres will also become part of the NCM network,
bringing FirstLook to approximately 16,500 screens nationwide.
Lexus has become synonymous with luxury since its introduction in
1989. By offering some of the finest quality luxury vehicles and providing benchmark
customer service, Lexus has remained the top-selling luxury nameplate in the United
States for eight years in a row. Lexus and its 223 dealers have repeatedly achieved
high honors for both the products they sell and the customer service they provide.
2008 Lexus IS F high-performance sedan is the first production model to wear the
brand’s new "F" marque. Based on the robust IS sport sedan platform,
the 2008 IS F delivers 416 horsepower from a specially engineered 5.0-liter V8
engine and will accelerate from zero-to-60 mph in 4.6 seconds. In addition to
the exclusive V8, the 2008 IS F’s performance credentials include racetrack-developed
suspension and braking, and a specially calibrated version of the advanced Vehicle
Dynamics Integrated Management (VDIM) system. For more information on the new
2008 Lexus IS F, visit www.lexus.com/isf/.
About National CineMedia
National CineMedia (NCM) LLC operates
the largest digital in-theatre network in North America through long-term agreements
with its founding members, AMC Entertainment Inc., Cinemark USA Inc. (NYSE: CNK)
and Regal Entertainment Group (NYSE: RGC), the three largest theatre operators
in the U.S., and through multi-year agreements with several other theatre operators.
NCM LLC produces and distributes its FirstLook pre feature program; cinema and
lobby advertising products; comprehensive meeting and event services and other
entertainment programming content. NCM LLC’s national network includes over 15,250
screens of which over 13,200 are part of the company’s Digital Content Network
(DCN). NCM LLC’s DCN covers 169 Designated Market Areas® (49 of the top 50).
During 2007, approximately 542 million patrons attended movies shown in theatres
owned by the NCM LLC founding members (excluding Loews). National CineMedia, Inc.
(NASDAQ: NCMI) owns a 44.8% interest in and is the managing member of NCM LLC.
For additional information, visit www.ncm.com.
Credit: Lexus USA
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