News
Uni Lines Up 'Lorax' Promo Partners
Feb. 8 2012-Universal Pictures rounded up a sizeable list of promotional partners for animated film Dr. Seuss’ The Lorax that tie into the movie’s pro-environmental message. The PG-rated kid’s film is scheduled to premiere March 2.
“To date, Universal has 69 partners globally totaling $58.4 million in media value,” says a press release. “Domestic partners include; The Environmental Protection Agency, Seventh Generation, Whole Foods Market, HP, Mazda, Comcast, DoubleTree by Hilton, Pottery Barn Kids, Stonyfield Farms, and, returning for its second partnership with Universal and Illumination Entertainment, IHOP. This marks the first-ever major studio film promotion for Whole Foods Market and Seventh Generation and the first ever on-pack promotion for Stonyfield Farms.”
Universal said that international partners include Clean Up Australia, De Hortus Botanicus Amsterdam, Eko Plaza Netherlands, Greenpeace Philippines, Natural History Museum of Milan Italy, Woodland Trust U.K. and World Wildlife Fund of Italy and Poland.
There’s a Facebook contest “Kids for Our Planet” offering local screenings as prizes, in an effort with Whole Foods. Partner DoubleTree by Hilton hotels has a sweepstakes on its Facebook page.
The Lorax is the third film distributed by Universal that is created by Illumination Entertainment, whose Despicable Me was a surprise blockbuster grossing $251 million domestically.
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