You can’t escape “The Phantom Menace,” even at the Catalog Conference.
In a move they hope will capitalize on the marketing blitz surrounding today’s release of “Star Wars: Episode One,” online mall BuyItOnline.com has begun airing a commercial for its service in movie theaters.
Ri Regina, vice president of electronic commerce services for the Allston, MA-based firm, said the ads began airing before movies shown in Lowes Theaters in the Boston-Allston area earlier this week. Pending the results, the program may be rolled out annually.
The idea was a natural for the company she said, because of the correlation between online shoppers and movie goers. A recent Ernst & Young study showed there is a 34% crossover between the two interests.
If the campaign expands, BuyItOnline will have the capability to target ads to run before particular movies, said Regina.
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