Turner Network Television will run a yearlong promotion with Kimberly-Clark
Corp.'s Kleenex brand centered on the network's 'tear-jerker' theatricals, a TNT
spokesman confirmed Friday.
Aimed at women 18 through 49, the promotion -- which emanates from a larger
media buy across the network -- will make Kleenex the presenting sponsor of 13
films on Sunday nights, beginning this October. Each movie will be preceded by a
Kleenex 'rating system' that gauges how teary the movies are likely to make
viewers.
Kleenex will also run commercials during each film and benefit from opening
and closing on-air billboards.
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