Russell Crowe Flick's Word-of-Mouth Advertising

AMC Theatres wants you to head to the box office, watch Cinderella Man and then tell a friend. The company has even rolled out a money back guarantee campaign that promises you will enjoy the movie or you'll get your money back right after it's over. The ad campaign is running in newspapers and on the AMC Theatres Web site.

Universal Studios produced the movie but the AMC Theatres chain didn't need permission to run the special offer. Since the theatre specifically used images from the movie, though, it did require Universal's approval to use those images in advertising materials.