Warner Independent Pictures took a different approach when promoting December's "The Painted Veil," which stars Naomi Watts and Edward Norton.

For its 18 local markets, it employed online ad agency Spot Runner to create personalized spots that tipped people off about where the movie was playing, resulting in a more effective marketing blitz, reports AdWeek. Since indie flicks are usually played in art houses instead of megaplexes, the move made sense. In all, the campaign used 36 different commercials.

The movie deal is a radical departure for Spot Runner, which until now has catered to local businesses such as real estate offices and hardware stores, according to Red Herring.

Spot Runner is coming off a $40 MM investment from several financiers: media giant CBS and ad heavyweights WPP and Interpublic Group.