Cinema Ads Sell New Calvin Klein Fragrance

Unilever, for the first time, plans to use cinema advertising to promote its Calvin Klein fragrance division.

The 55-second ad for the new women's fragrance, Eternity Moment, features movie star Scarlett Johansson and actor Trent Ford. It will debut in more than 600 theaters in Calvin Klein's top 20 U.S. markets Oct. 1 through Oct. 28. The ads are customized for local markets with a 5-second tag at the end of the ad to drive movie goers to the nearest retail location.

Screenvision, New York City, a cinema-advertising services company, provided the spots to theaters.