Born in Valenciennes in 1902 and dead in Paris in 1985, Jean Mineur remains eternally associated with the small guy sending his ice axe in the center of the target to announce the commercials in the movie theaters. Indeed, Jean Mineur introduced publicity into the movie theaters in 1924 and was the leader of a distribution and development company of commercials since 1936. He was installed on the Champs-Élysées in 1938 and, since 1948, his telephone number remains Balzac 00 01. In 1971, his company joins Publicis and becomes Médiavision.

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