In a very interesting and striking promotional stunt for a movie, The Book Thief's marketers from Fox paid for a two-page ad campaign of no words, no images... nothing. In fact, it must have been alarming for readers of the The New York Times to open their morning paper and see pages 9 and 10 looking seemingly blank. The only text was at the bottom of the second page: wordsarelife.com
“The underlying message of the advertising campaign, ‘imagine a world without words,’ echoes the film’s narrative, which follows a young girl in WWII Nazi Germany who begins to steal books from war-torn areas and share them with others,” said the Times. We have to admit, it got attention!
The Book Thief opens in theaters November 15th.