This sponsorship was a logical next step in Mercury's pioneering the 'experiential marketing' front, as well as in our ongoing efforts to cultivate the great storytelling found in independent films... The customer coming to a Landmark Theatre aligns perfectly with the customer we expect to see for our new vehicles, including the Mercury Milan sedan and Mercury Mariner Hybrid compact SUV -- a highly educated, tech savvy, cultured professional who likes to go out to a great restaurant, followed by a thought-provoking film.