Paramount Carves Online Niche With ""Sleepy Hollow"" Ads

Paramount Pictures and Mandalay Pictures have partnered with several Internet concerns including Yahoo! to promote Scott Rudin's ""Sleepy Hollow,"" which opens November 19. The first wave of Internet marketing is tied to Halloween. ""Although (television) is somewhat active for Halloween, the Web represents the most effective way to reach people (that night),"" said Paramount Marketing President Arthur Cohen, adding that the Tim Burton-directed film's marketing is not anchored to the trick-or-treat theme. ""We - at the start of a campaign, generally speaking at Paramount - like to plant a flag,"" Cohen said. ""If Halloween wasn't here, we would have thought up some other stunt."" Although the ""Sleepy Hollow"" campaign is a stunt of sorts, the companies' sites are saturated.Source: The Hollywood Reporter