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EW and Toyota hosted a 10 market screening of Universal Pictures? summer blockbuster, ?Despicable Me,? to drive awareness of the new Toyota Siena among a targeted, family audience.
Posted on January 22, 2010 at 10:00pm EDT
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Co-branded in-book promotional page promoted the 10 market screening to EW?s 11 million readers
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Email blast sent to over 250,000 subscribers directed readers to enter for their screening pass
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Toyota?s 2:35 ?Swagger Wagon? commercial spot ran prior to the film in all markets
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Theaters were filled to capacity in every market ? a total of 2,687 attendees