'Indiana Jones' and the lover of the big promo

May 13, 2008 That's the simple explanation for those giant double-billboard promos for "Indiana Jones and the Kingdom of the Crystal Skull" throughout Los Angeles as well as the huge Indy messages plastered around all four sides of Madison Square Garden in New York. Paramount mounted a big outdoor-ad campaign last year for the Spielberg-produced "Transformers," and when the studio was strategizing over how to similarly scream "event pic!" in marketing the Spielberg-helmed Indy sequel, the creative hyphenate had just one suggestion: more. "Steven said, 'I know they always do big billboards in L.A., but let's do them all over,' " said Steve Siskind, executive vp advertising and marketing at Paramount.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.