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Coke sponsors ShoWest special

Published on .

The Coca-Cola Co. and Turner Network Television are teaming up to create programming derived from next month's annual ShoWest convention, where studios meet with exhibitors to preview their summer films. The programming will air April 8 to 13 on TNT in the form of 50 units of 30- to 60-second vignettes of film clips, interviews and coverage. On April 13, the network will air "Coca-Cola/ShoWest '96 on TNT," covering the awards show that culminates each ShoWest convention. TNT handles the creative chores. The initiative is part of Coca-Cola's new strategy to tap American's appetite for movie entertainment in general as marketing vehicles.

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