Indiana Jones marketers use Web to target young audience

Fearing Harrison Ford's 65+ years might turn off young viewers who wouldn't see him as spry as today's action heroes. Paramount turned to the Web, hoping to give the trailer a viral boost and score points with a targeted--aka, younger--audience.

According to the AP, it worked: "Older audiences certainly remember Indy, but that's not the prime ticket-buying demographic. Thus the aggressive online campaign, which included what Paramount says is a record 4.1 million views on the Yahoo movie site in the first week and 2.6 million on the official IndianaJones.com site, the most ever for the studio."

It's easy to believe. The trailer is one of the most popular pages at Picture Start and search engines send a lot of visitors here looking for it.