Inside Move: ‘Road’ to promotion

D'Works steers auds to pic with valet stubs

Los Angeles is a valet kind of town, so it’s not surprising that studios are beginning to take advantage of the parking process to promote their pics.

Studios have already deployed gimmicks at grocery stores, employing cash register dividers and stickers on fruit to hawk their films, but the latest marketing move has restaurant-goers being handed larger-than-usual valet parking ticket stubs that feature the key art to DreamWorks’ “Road to Perdition” on them.

DreamWorks also used the tickets to push its sci-fi remake “The Time Machine.”

Studio says the strategy behind the inexpensive marketing effort, which so far only has been launched in L.A., is simple: generate word of mouth .

And it’s working. Lunch patrons at Ca’Brea and the Sonora Cafe restaurants on La Brea have recently been overhead chatting about the new pics on their tix.

No word yet on whether people are looking at the tickets and then driving to the nearest multiplex.

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