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"The Force is strong in this one..."
Published: 7 March 2002 16:30 GMT
Twentieth Century Fox has teamed up with Yahoo! to promote its films, such as the Star Wars saga, online, in what the studio has billed as its biggest online advertising initiative.
Terms of the deal have not been disclosed, but are likely to be significant as the promotion deal will cover all of Fox's US cinema and home video releases.
As part of the deal Fox and Yahoo! will for the first time monitor the impact the promotion has on sales of cinema tickets and home videos.
Yahoo! signed a similar promotion deal with Sony Pictures last year. The deal comes at a time when the web portal is introducing a variety of subscription fees to combat falling advertising revenue.
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