Coke goes to the movies

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Coca-Cola USA will soon launch "pre-feature entertainment," a short-form film to run before feature presentations in 7,000 movie houses. The premiere six-week run features clips from Turner Network Television's current programming schedule, including "Casablanca," "The Big Chill" and "A Fish Called Wanda." While Coca-Cola USA will team-up with TNT again later in the year, its next film short will feature Planet Hollywood.

"Our goal is to provide entertaining content that's youth-oriented, but not youth-exclusive, during the down time between feature presentations," said Chuck Fruit, VP-strategic media and presence marketing for Coca-Cola USA.

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