The Fantastic Four movie has skywriters writing inverted fours in the sky--the full story from Choire:
"This is the thing; you have a lot of people at the studios in the promotions and marketing departments, and they get paid big salaries. They have to justify them with things like this. A regular campaign isn't going to earn them promotions. When ABC promoted Lost, they littered the beaches with bottles with notes in them."
12:34 PM