With Dawson's Creek, The WB became the first network to run trailers in movie theaters

Entertainment Weekly

The WB also targeted female movie goers with movie-like posters in theaters. “We had to get it into theaters to make this thing feel important. We had the window of the holiday and since the show was going to be launching in January (1998), we got the teasers into the system early," says Lew Goldstein, who helped run The WB's marketing division, in remembering Dawson's Creek for EW's reunion issue.