Lionsgate realizes that making the 80’s Rambo series relevant again is going to take some special effort. “With nearly 20 years gone by since “Rambo III” hit the big screen, the studio wanted to do something to make sure the new film stood out from the crowd.” What did they do? They did the exact same thing as every other movie studio, and put up a billboard in Times Square where it will blend in with hundreds of other ads. “You have to scream loud when you’re screaming,” says a marketing exec. Punching people’s heads off, blowing things up, ass kicking and fishing with exploding arrows looks cool and all, but we’ll just wait for the rental.

Sly-High Ad [NY Post]