BEYOND DDB, NBAE ROLL OUT $10M CAMPAIGN FOR MJ'S IMAX MOVIE

          The $10M promotional campaign for the May 5 release of
     "Michael Jordan to the Max" plays up the "larger-than-life
     stature of the film's star with the tagline, 'Up close, some
     heroes get even bigger,'" according to Amanda Beeler of AD
     AGE, who notes that Beyond DDB, Chicago, and NBAE are
     handling the campaign.  An NBAE-produced 30-second TV spot
     broke Sunday during the "NBA on NBC" and will continue to
     air throughout the playoffs.  Additionally, billboards and a
     wall in Times Square went up last week, print ads break in
     newspapers next month, and radio spots will begin in June.
     Beeler also reports that Beyond DDB has "garnered several
     North American sponsors" for the film, including MVP.com as
     the presenting sponsor.  Giant Screen Sports President Don
     Kempf is "confident the film will break the record for
     number of theaters to open an Imax movie," which was set
     when "Fantasia 2000" opened in 54 (AD AGE, 4/17 issue).