Fox reserved two pages in the NY Times to promote its upcoming film The Book Thief with almost no text.
If you read Wednesday’s New York Times, then you must have noticed the two wordless pages in the News section. No need to be alarmed, this was not a misprint or an attempt to cut back on printing ink.
Fox came up with this idea as part of its marketing campaign for the upcoming film The Book Thief, which will be in theaters November 15. The ad promotes the underlying message of the film, “imagine a world without words.”
Like any other page, both sides feature The Times’ header, which includes newspaper’s logo, date and page number. The only thing printed on the full-page ad space is the film’s official website, wordsarelife.com, located on the bottom.
NY Times says it has never done something like this before, and that the ad is “seemingly” appropriate. While the concept is a bit of a stretch, it is nonetheless a persuasive piece of advertisement.