Lionsgate has put a big chunk of its marketing campaign for The Spirit in the hands of art schools across the country.

'Spirit' Marketing Goes Back To School

on July 31, 2008 by Phil Contrino

By Phil Contrino

In an inventive marketing turn, Lionsgate is allowing prestigious art schools across the country to design posters for their upcoming film, The Spirit.

The Spirit is directed by Frank Miller, the creator of 300 and Sin City, and it is an adaptation of the popular comic by Will Eisner. Gabriel Macht, Scarlett Johansson, Samuel L. Jackson, Eva Mendes and Jaime King make up the ensemble cast.

The following art colleges were invited to take part in the designing process:

The Fashion Institute of Design and Merchandise in Los Angeles
School of the Art Institute of Chicago
The Art Institute of New York
The Art Institute of California - San Francisco
The Art Institute of California - San Diego
Miami Ad School
The Art Institute of Washington
The Art Institute of Philadelphia
The New England Institute of Art

With the growing popularity of viral marketing, it comes as no surprise that Lionsgate would make the decision to put at least part of the marketing blitz for The Spirit in the hands of somebody other than industry professionals.

After the success of The Dark Knight, which heavily utilized unconventional viral marketing techniques, more studios other than Lionsgate are bound to follow suit with similar campaigns.

The first poster to be released comes from the The Art Institute of California - San Diego.


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