Disney Ads Deliver Local Theater Times

When Disney’s film “DéjÀ Vu” opens this Wednesday, potential moviegoers cruising online will not only see banner ads promoting it, they’ll also see what time it’s playing at the theater down the street.

DoubleClick’s Klipmart division and Trapeze Media have created a rich media banner ad unit that scans a viewer’s IP address and automatically delivers local listings. The campaign is set to go live when the movie premiers, according to Chris Young, Klipmart founder and executive VP of rich media at DoubleClick.

Klipmart and Trapeze developed the ads in response to Disney’s interest in getting away from online ticket services that only provide movie times for specific theaters. “Disney wanted a universal ticket widget,” he said.

The ad units use database feeds from the “major ticket providers of all the different show time listings,” added Young. “With this not only are we delivering a relevant video message, but highly relevant information in terms of the show time listings specific to the end user’s local area,” said Young.

“We’re utilizing this technology to help put butts in the seats for the Thanksgiving weekend.”

“DéjÀ Vu” banners will run on various publisher sites including Yahoo, MSN and AOL.

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