Pioneer goes to movies with ad for HomeTheater

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Pioneer Electronics is running its first ad in movie theaters, taking advantage of intense in-theater audio for a 65-second spot promoting the Advanced HomeTheater System TV. The spot from BBDO Worldwide, Los Angeles, appears to be an action-adventure movie trailer, with the product and Pioneer logo appearing only in the closing seconds. The spot broke in theaters Oct. 4; a :30 version broke on cable Oct. 5.

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