Dodge Parks its 2007 Calibers in Cinemas

Dodge began planting its Caliber models in the lobbies of 20 cinemas in nine states in May

Hoping to attract moviegoers to its 2007 Dodge Caliber, Chrysler's Dodge brand is heading to 20 movie theaters where it will break 60-second spots on the big screen complimented by a host of promotions.

Customers who buy tickets receive promotional brochure from Dodge and see a display of vehicles set up in theater lobbies. In-theater banners, standees, static clings and signage support. The Auburn Hills, MI-based automaker teamed up with in-cinema promotions company Screenvision in New York City for the initiative.

"Screenvision offers us the ability to create a tailor-made message for the young, desirable audiences that not only frequents the movies, but also are target buyers for our new Dodge Caliber," said Mark Spencer, Dodge spokesperson, in a statement. "With such a powerful and targeted medium at our disposal, we felt it was important to make a creative spot just for in-cinema as part of the overall Dodge Caliber marketing campaign."

The Dodge Caliber spot is entitled "Too Tough" and is similar to the brand's TV ad where a fairy tries everything to stop a Dodge Caliber in its tracks as it drives through city streets.

In a separate venture, the Army National Guard has launched a five-month campaign to reach audiences at 802 cinemas across the U.S. Moviegoers will view 30-second and 120-second Army National Guard spots that run through Sept. 7. A national slide-advertising campaign will run through Aug. 31. In addition, 16 million box office handouts offering a free music download from iTunes will be distributed to consumers during the campaign. Screenvision and Arlington, VA-based LM&O Advertising handles.

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