FYI 11.08.07

California Lottery Goes Hollywood

Published on .

It had to happen sooner or later. The California Lottery has teamed with Overture Films to create a movie-themed Scratchers game that will offer unique Hollywood-related prizes in addition to instant cash awards of up to $1,000.

Among the prizes for the $1 scratch-off tickets: a trip for two for the Los Angeles' premier of "Mad Money," the Liberty Media Corp.-owned studio's movie arriving in theaters Jan. 18; a trip to a future Overture movie premier; a visit to a future film set; a walk-on role in one of its upcoming flicks; and autographed posters of "Mad Money."

The film stars Diane Keaton, Queen Latifah and Katie Holmes as three employees of the Federal Reserve who plot to steal money that is about to be destroyed.

Lottery Director Joan Borucki said the movie is a great tie-in. "When people think of California, they think of Hollywood, which is why the California Lottery is thrilled to enter into a new partnership with friends in the movie industry, Overture Films." -- Jean Halliday

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PIC-TV, makers of the 10-second "Closed captioning is provided by..." spots, is changing its name to PIC Media Group to expand its reach into other media outlets such as broadband and mobile content. The name change is the realization of a goal set by Steve Berger, president-CEO, when he first came to the company in July 2000.

"With the expansion of television into the internet and mobile spaces, there are new possibilities for 10-second commercials and in-show promotions to reach targeted and attentive audiences," Mr. Berger said.

Over the past 30-plus years as PIC-TV, the company has been selling 10-second spots to TV groups such as Disney ABC Television, 20th Television, Tribune, Paramount and Litton, as well as popular game and talk shows like "Live With Regis & Kelly," "Dr. Phil," "Deal or No Deal," "Temptation" and "Wheel of Fortune." PIC Media Group also has a long-standing relationship with Fox Sports Net and other Fox Cable properties. -- Andrew Hampp

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Meteor Worldwide on Tuesday said its White Flower Entertainment unit has tapped Renate Lewis as VP-production resources. Ms. Lewis comes to Meteor from DDB, where she was director of product placement/brand integration. She worked on placements and integrations for Volkswagen through its blockbuster deal with NBC Universal. White Flower Entertainment handles product placement, integration and promotions needs for film, television, multimedia and emerging media properties.

According to Meteor, Ms. Lewis "will work with film and television companies during the early stages of production in order to maximize opportunities."

Meteor negotiated the $200 million product-placement and promotions deal between NBC Universal and VW. The Los Angeles agency is now working with B6 Integrated Entertainment, the new unit of Havas-owned media network MPG.

Meteor no longer reps Volkswagen. The automaker's product-placement efforts are now handled by Creative Entertainment Services in Los Angeles.
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