Fox Searchlight creeps in at midnight tonight for a roadblock on MySpace.com to promote the retooled Wes Craven classic, “The Hills Have Eyes.” The pic opens tomorrow.
The day-long promo is biggest campaign on the social networking site, ever.
“Taking over MySpace, the second most viewed site on the Internet, as the exclusive advertiser the day before our film opens is an incredible opportunity and exciting way to celebrate the release of “The Hills Have Eyes,” Peter Rice, president of Fox Searchlight Pictures, said in a statement.
Given the pic’s tagline is “The lucky ones die first,” this is kind of a bold move for MySpace, which has very recently been plagued by (and defensive about) all kinds of safety concerns, even if the site’s demo for this teen release is right on target.
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