French fashion designer Jean Paul Gaultier will launch his new "cinema campaign" in conjunction with Cineplex Odeon on Friday, Sept. 1. The 45-second ad for his women's fragrance, called Jean Paul Gaultier, created in-house, will run until Oct. 5 in select Cineplex Odeon movie theaters across the country. Moviegoers will be given a card redeemable at local retailers for a sample of the fragrance. The company is spending $400,000 on the 5-week campaign.
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