Spring break promotion launches “The Smurfs” into Hot Topic stores
GRAND PRAIRIE, Texas, USA /PRNewswire/ — For the second consecutive season, Sony Pictures Entertainment is teaming up with Six Flags Entertainment Corporation (NYSE: SIX), to help launch one of its summer blockbuster films. The highly anticipated movie, “The Smurfs®,” will be promoted during Spring Break events at all domestic parks in conjunction with an in-store promotion debuting Smurf-branded merchandise at Hot Topic stores nationwide. “The Smurfs” will be released in theaters nationwide on August 3, 2011.
“Six Flags is thrilled to be working alongside Sony Pictures Entertainment again this season to innovatively showcase the film via our in-park media assets as well as execute a very unique experiential sweepstakes,” said David McKillips, senior vice president, Corporate Alliances for Six Flags. “This campaign demonstrates our ability to strategically target specific demographics with a multi-medium, hands-on approach.”
“After a successful pairing with Six Flags last summer on our worldwide hit film The Karate Kid, we’re very pleased to reprise our relationship and add leading teen retailer, Hot Topic, to this creative, collaborative Spring Break promotion,” said Gregory Economos, senior vice president, Global Consumer Products, Sony Pictures Entertainment.
In support of “The Smurfs,” Sony is bringing Six Flags and Hot Topic stores together to offer customers a retail incentive this spring. With the purchase of Smurf-branded t-shirts at 200 participating Hot Topic stores across the country, from March 12 to April 25, 2011, customers will receive a $20 discount off general admission to all domestic Six Flags parks. Additionally, Six Flags will sponsor a sweepstakes at sixflags.com/smurfs, providing Smurf fans the chance to win a 3-day/2-night adventure for two to New York City, Six Flags tickets, plus cash and other prizes.
The promotion and ticket discount will be supported with a co-branded campaign in all Hot Topic stores and Six Flags using Six Flags Media Networks, which includes Six Flags TV, digital billboards, signage and online inventory. Sony will also run advertising on Six Flags Media Networks to promote the movie release date, August 3, 2011, later in the summer.
Lafig Belgium is the owner of the rights to produce audio-visual works based on the Smurf universe and of the Smurf worldwide licensing rights (together with IMPS). Lafig Belgium is controlled by the heirs of Pierre Culliford, better known under his pseudonym Peyo, the author/creator of the Smurfs. For 50 years, the Culliford family has controlled the Smurf characters and all licenses worldwide.