In the Zone was first released in Italy and the United Kingdom on November 12, 2003, and was released in the United States on November 18. In November 2003, Barry Weiss spoke to Billboard and said that In the Zone was being promoted in a worldwide level, exhausting areas such as print and electronic media, television, radio and video to raise awareness of the album's release. In addition, Jive worked with lifestyle marketer the Karpel Group to market the album to the gay community. Other broader-based marketing efforts included a tie-in with marketing company LidRock, where after ordering a soda at Sbarro, customers received a cup featuring the artwork and a three-inch disc in the lid featuring "Brave New Girl" and songs by two other artists. In December 2003, an updated LidRock disc included a remix of "Me Against the Music" without Madonna, as well as songs by fellow Jive acts Nick Cannon and Bowling for Soup. Regal Theaters also showed a short film that included footage of the making of Spears's music videos. Two national TV advertising campaigns began on November 1, 2003, one with a teaser ad in American comedy show Saturday Night Live and another exclusively on MTV. No sponsored cross-marketing campaigns were planned, as Larry Rudolph explained, "[This time] it's going to be more about the music than about corporate tie-ins." In terms of international exposure, during a fourth-month period Spears was featured in seven mini TV-specials and more than one-hundred and fifty interviews outside the US.

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