“Alice in Wonderland” Cover-Wrap is Los Angeles Times Opening Day Exclusive

<i>Disney’s Mad Hatter Brings 3D Effect to Traditional Media Targeting Influential Southern California Audiences</i>

LOS ANGELES, March 5, 2010 — The Los Angeles Times breaks new ground today, translating the "homepage" take-over concept from the Web to print and delivering Disney's Mad Hatter to readers' doorsteps, driveways and city street corners.

Timed to coincide with the release of the highly-anticipated "Alice in Wonderland," starring Johnny Depp, The Times is the only major newspaper in the country to carry the innovative ad unit, conceived to launch the film in the most creative and unexpected manner to Southern California's key movie-going audiences and creative community. The cover-wrap art successfully coveys Depp's Mad Hatter visage as a 3D image in a 2D format and creates a powerful opening day impression.

"The Times is thrilled to work with Disney to create a truly exceptional and distinctive way in which to let L.A. know 'Alice in Wonderland' is now in theatres," said John T. O'Loughlin, Executive Vice President, Advertising and Chief Revenue Office. "We knew this was an unusual opportunity to stretch traditional boundaries and deliver an innovative ad unit designed to create buzz…and further extend the film's brilliant marketing campaign."

NOTE: cover image available upon request


About the Los Angeles Times

The Los Angeles Times ( is the largest metropolitan daily newspaper in the country, with a daily readership of 2 million and 3 million on Sunday, and a combined print and interactive local weekly audience of 4.5 million. The fast-growing draws over 10 million unique visitors monthly.

The Los Angeles Times Media Group (LATMG) businesses and affiliates also include The Envelope (, Times Community Newspapers (, Brand X (, LA, Los Angeles Times Magazine (, Hoy (, and California Community News and -- combined with the flagship Los Angeles Times -- reach approximately 5.9 million or 44% of all adults in the Southern California marketplace. The Pulitzer Prize-winning Times has been covering Southern California for over 128 years and is part of Tribune Company, one of the country's leading media companies with businesses in publishing, the Internet and broadcasting. Additional information is available at


John Conroy | Los Angeles Times | 213.237.4791 |