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T-shirts get equipped with I, Robot trailer

By Brian B. — May 17th, 2004

I, Robot: According to The Hollywood Reporter, coming soon to a T-shirt near you: trailers for I, Robot, starring Will Smith.

In the never-ending search to capture the attention of consumers bombarded by commercials, billboards and a massive array of other advertisements, 20th Century Fox debuted an innovative new guerilla marketing tactic at E3 last week -- T-shirts embedded with video screens that played I, Robot trailers.

The two women who wore the video T-shirts as they walked around E3 drew crowds and TV news crews on hand to cover the gaming conference at the Los Angeles Convention Center. 20th Century Fox is the first studio -- or business of any kind -- to use the video T-shirt marketing tactic developed by San Francisco-based Brand Marketers.