Fox Touts ‘Book Thief’ Via Wordless Ad

the book thief

Readers of the New York Times might have assumed the two nearly blank pages this morning were a printer’s error. But in fact the pages — which were in the main news section and carried only the paper’s logo and the address on the second page — is a promo for 20th Century Fox’s “The Book Thief.”

The pic, which bows in limited release Nov. 8 and widens the next week, is pegged to the ad campaign “imagine a world without words.” The Fox 2000 film centers on a young girl in Nazi Germany who steals books to share them with others.

A spokesperson for the Times said the idea is the first phase of Fox’s media campaign. The studio approached the news org with the concept, which was OK’d by the paper’s ad-standards team.

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  1. Rafael Sanchez says:

    Hope the trailers totally do not reflect what the movie is. As is, the movie looks like a cure for insomnia.

  2. evelyn says:

    Saw a display of the book in Barnes & Noble. Believe it was written in 2005. Now understand re-print prior to film release. Look forward to seeing it.

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