20th Century Fox using 21st Century Sandwich Boards

Looks like Fox has been using human billboards wearing T-shirts with embedded LCD screens to promote new releases. This bizarre invention comes from Adam Hollander of Brand Marketers in San Francisco, CA, and from what I've been reading around the net, the premise is this: a "mobile marketer" simply walks up to people in high traffic areas with the shirt showing a special shortened cut of a film's trailer. My guess is that the individual has also memorized some talking points regarding the film and has some sort of flyer to give out as well.

The washington Times reports:

Movie studio 20th Century Fox saw the potential of the shirts and put them to use to promote "I, Robot," starring Will Smith. Last month the T-shirts were worn in 40 to 50 locations in 10 cities, including the District.
"Because it's something innovative and different, people want to check it out," said Jeffrey Godsick, executive vice president of marketing for 20th Century Fox. "It really drew people in."
The studio is considering using the shirts for future promotions, including for "Taxi." The movie, starring Queen Latifah and Jimmy Fallon, opens in the fall.

The India Times is reporting that the shirts cost roughly $550 apiece. I don't know if this is the manufacturing or retail cost though.

Boob tubes on flat chests, the latest fashion statement!

TV T-shirts - The Washington Times: Business - August 11, 2004