Video T-Shirts??? -- a neat technology being used just for ads

[Khephra]

LOS ANGELES (Hollywood Reporter) - Coming soon to a T-shirt near you: trailers for ``I, Robot,'' the upcoming sci-fi thriller starring Will Smith.

In the never-ending search to capture the attention of consumers bombarded by commercials, billboards and a massive array of other advertisements, 20th Century Fox debuted an innovative guerilla marketing tactic at the E3 gaming expo in Los Angeles last week: T-shirts embedded with video screens that played ``I, Robot'' trailers.

The two women who wore the video T-shirts as they walked around the Los Angeles Convention Center drew crowds and TV news crews. 20th Century Fox is the first studio -- or business of any kind -- to use the video T-shirt marketing tactic developed by San Francisco-based Brand Marketers.

The video T-shirts also were used to market ``I, Robot'' at Wired magazine's NextFest conference Friday in San Francisco. And during the Fourth of July weekend, Fox plans to have several people in the video T-shirts walking around malls, movie theaters, beaches, festivals and other venues packed with people to promote the film in the top 10 markets. ``I, Robot'' opens July 16.

more..............

http://www.nytimes.com/reuters/arts/entertainment-film-robot.html