THE PROBLEM: How to create buzz around an  upcoming movie release
 
 Producers of The Mechanic, an action thriller starring Jason Statham  as a hit man, needed a unique promo to stand out amid the din of movie  madness bombarding the media and consumers today. They were thinking  T-shirts, but the promotional supplier they worked with had a variation  of that theme in mind.
  THE PITCH: Running with the “weapons” theme, Brad  White, vice president of sales for San Diego-based supplier AddVenture  Products (asi/31940), worked with a distributor to produce a series of  unique compressed T-shirts, says Angela Bankston, who heads up marketing  for AddVenture and worked with White on the project.
THE PITCH: Running with the “weapons” theme, Brad  White, vice president of sales for San Diego-based supplier AddVenture  Products (asi/31940), worked with a distributor to produce a series of  unique compressed T-shirts, says Angela Bankston, who heads up marketing  for AddVenture and worked with White on the project.
 Rather than giving traditional T-shirts to members of the press  covering the movie, as well as to other potential moviegoers, Bankston  and White had a more radical idea. They suggested that the movie’s  marketers should have the shirts shrink-wrapped and compressed into the  shape of guns, playing into the movie’s theme to make a bigger impact on  T-shirt recipients.
To boost the film’s visibility, AddVenture also suggested adding a quick  response (QR) code to the compressed tees, which, when scanned by a  user’s smart phone, takes the user directly to the movie’s website and  trailer. The technology, in conjunction with promotional items, and  particularly apparel products, is an increasing trend, says Bankston –  “something that’s going to be huge for 2011.”
 The best part? QR codes are free for end-users, making them an ideal  marketing tool to combine with product promotions.
 THE OUTCOME: The movie was released this month, and  the verdict is still out on what kind of box-office draw and revenue it  will generate. But the initial promo helped to garner a wealth of media  attention for the film’s release.