Gearing up its marketing campaign for the Holidays, consumer electronics behemoth Canon, will start promoting its PowerShot camera on movie theaters as of Friday, Oct. 27. It's the first time Canon has chosen this medium to advertise on. They will be run in the pre-movie 
Screenvision platform, which typically runs between 20-25 minutes.
Concerning the ad which will feature U.S. Open champion Maria Sharapova, Media Daily News says this:
"In the somewhat surreal spot titled "Attraction," a herd of hundreds of tennis balls follows Sharapova home after practice, apparently drawn by the star's beauty. When Sharapova turns to take a picture of her unusual entourage, the balls form a giant smiling human face. After she snaps the picture, a passing truck scatters the balls."
What makes this work for Canon is in the past, seasonal advertising didn't work because lead time took six weeks, now that has been reduced to two weeks through new digital technology, which enables more strategic offerings by companies.
Sharapova will be starring in both 30- and 60-second ads for the company.
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