BACKGROUND TNT wanted to create excitement behind the launch of a new sci-? show executive pro- duced by Hollywood heavyweight Steven Spielberg. This was the tentpole show of the network’s launch season and the network wanted to position it as the network event of the summer. OBJECTIVE The account team decided to market Falling Skies as if it were an epic motion picture. The agency wanted to encouraged media hype by targeting adults 18 to 49

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