Has Disney just sent us the world's most lavish press release?

We're always amazed at the lengths — and expense — marketing agencies and publicity departments will go to in order to attract attention. Invitations carved in a slab of granite? Check. Promotional pens housed in their own aluminium flight carry case? Check. But sometimes they can be pretty darned impressive, as with this extravagant item sent to us by Disney to promote Alice In Wonderland.

A cardboard box containing a large hard-backed, gilt-edged book arrived in our office last week. Inside the book was, well, another book just like it only slightly smaller (you get the idea), until we got to a cavity containing a USB stick disguised as a metal key, with a tag tied round it on which was written "Read Me". On the key were images from Tim Burton's forthcoming film and a trailer (which admittedly, we'd already seen). Still, it's definitely a marketing item which has had thought, and a fair bit of cash, put into it, with a concept that actually reflects the product being flogged. Good job, and a plug well-earned, so here's Johnny Depp introducing his character, the Mad Hatter. Alice In Wonderland is out on 5 March.  

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