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Hollywood Online tries trailers

Web site linking theaters to biz info

In an effort to attract more Internet users to its already popular movie Web site, Hollywood Online will today release another trailer in theaters, its second since July.

The Santa Monica-based Hollywood Online, an indie subsidiary of Times Mirror, said that as part of a deal with the National Association of Theater Owners, it will launch the 15-second animated trailer on 15,000 theater screens in theaters owned by 80 exhibitors. The spot will run before every show during the next ten weeks.

Launched in 1993, the Web site features a vast array of film news, reviews and multimedia on past, present and future releases, as well as ShowTime film listings.

Hollywood Online expects to reach tens of millions of moviegoers during the Christmas season with the trailer, which closes with the Web site’s slogan, “Before you go to the movies, go to hollywood.com.”

“The trailer delivers an important message to our target audience, that hollywood.com is the one-stop solution for movie information,” said Michael Rollens, chairman and CEO of Hollywood Online Inc., in a statement. “Our partners in this campaign are the theater owners, with whom we work closely to increase interest in moviegoing and more specifically, to encourage attendance at their theaters.”

Hollywood Online’s first trailer, a 30-second co-promotion with Miramax’s “The Mighty,” appeared on about 14,000 screens in July. Traffic at hollywood.com rose more than 30% after the spot aired.

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