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Perhaps its because I spend a good portion of every day looking at ordinary film advertisements, but I really love creative marketing. Movies have gotten so expensive and and studios have become so risk averse that every trailer and poster is simply a different version of an idea we've seen 1,000 times before. So when a project about a pandemic decides to make a pair of billboards out of bacteria and fungi, I can't wipe the smile off my face.

Warner Bros. Toronto (via Giant Freakin Robot) has posted a video of an experiment they did in order to promote the release of Steven Soderbergh's Contagion. Check out a time lapse video about the project below.

Do I think that anybody is going to sprint to a theater to see the movie simply because they saw a billboard made of bacteria and fungi? Not really, but I do think it's enough to get people talking about the project, which is really the ultimate goal. Hell, I'm writing this post and sharing this video with all of you, aren't I? I should also note that the music comes from Cliff Martinez's awesome score, which is one of the highlights of the film. Contagion, which features an all-star cast including Matt Damon, Laurence Fishburne, Gwyneth Paltrow, Kate Winslet, Marion Cotillard, Jude Law and many more, hits theaters tomorrow.

For more on the film, including news, images, posters, trailer and more, be sure to head over to our Blend Film Database.

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