The ABCs of 'Coraline'

Ransom Riggs

Has everybody seen Coraline yet? You should, and in 3D if at all possible -- I'd go so far as to say it's the first movie I've seen that really justifies being 3D; it enhances the experience tenfold. For those of you who haven't heard, Coraline is the new, stop-motion-animated film from Henry Selick, director of cult classics The Nightmare Before Christmas and James and the Giant Peach, and adapted from Neil Gaiman's book. IMHO, it's destined to be a classic in its own right.

In addition to being made in an untraditional way (once you see it you'll see what I mean), it's had a pretty untraditional marketing campaign. Yes, it's had trailers and posters like most other movies, but have you ever heard of movie-themed shoes? Nike -- owned by Phil Knight, father of the fellow who runs the animation studio that created Coraline -- did a limited edition run of Coraline Dunks. (How limited? There are only 100 pairs, which you can either win and get for free, or pay upwards of $4,000 for.)

Another marketing first are the Coraline "alphabet cards." They're essentially 26 mini-posters -- one for each letter of the alphabet -- each of which take a letter, tie it to to something Coraline-related, about which an Edward Gorey-style rhyming couplet has been composed. Then these mini-posters were disseminated on the internet, to 26 different "exclusive" sites on the same day, which drove Coraline fans from site to site in order to find all the posters, creating a kind of viral scavenger hunt. Fun stuff. Anyway, rather than make you all hunt, I wanted to share a few of my favorite alphabet cards here -- after the jump.

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