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Lionsgate Launches ‘Alpha and Omega’ Promos

3 Jan, 2011 By: Chris Tribbey

Lionsgate has two promotions for the Jan. 11 DVD and Blu-ray Disc combo pack releases of the animated feature Alpha and Omega, one offering discounts at Great Wolf Resorts, the other involving a branded “Adopt a Wolf” donation program.

Featuring the voices of Justin Long (Alvin and the Chipmunks: The Squeakquel) and Hayden Panettiere (“Heroes”) as two love-struck wolves, the film has pulled in more than $25 million at the domestic box office to date. Danny Glover (Dreamgirls), Christina Ricci (Speed Racer) and the late Dennis Hopper (Speed) also lend their voices to the film.

The Blu-ray combo pack ($39.99) and DVD ($29.95) include four featurettes, a deleted scene, an interactive game, an animal fun facts trivia challenge and an “Are You an Alpha or an Omega?” personality test. The combo pack adds a DVD and digital copy.

“The importance of family and wildlife preservation are major themes of Alpha and Omega,” Michael Rathauser, SVP of marketing at Lionsgate Home Entertainment, said of the promotional tie-ins. “With that in mind, we are looking to join forces with organizations that are among the leaders in promoting these same values.”

Both home video offerings will include an insert for $50 off a two-night booking at any of Great Wolf Resorts’ indoor waterpark resort locations nationwide. Additionally, Great Wolf will promote the title in its lobbies, feature the film on its in-lodge TV channel, and promote Alpha and Omega at its Cub Club children’s arts and crafts areas at its lodges.

Great Wolf Resorts also will offer a $5 discount code for either release with pre-arrival e-mails for guests.

“The good feelings people have while enjoying top-quality movies together make this partnership as much about creating wonderful childhood memories as offering top-notch family entertainment at our resorts,” said Nikki Donofrio, SVP of strategic brand marketing for Great Wolf Resorts.

Lionsgate also has partnered with wildlife conservation group Defenders of Wildlife, for an Alpha and Omega-branded “Adopt a Wolf” donation promotion. The DVD will be featured in “Adopt a Wolf” donation packages on the group’s website (www.defenders.org), with Lionsgate providing copies of the DVD to people who reach certain donation price points. Defenders of Wildlife also will host part of the DVD bonus feature “Wolves in the Wild” on its site.

“It’s like The Lion King for the Rocky Mountains,” Suzanne Stone, Northern Rockies representative for Defenders of Wildlife, said of the film. “I was there on the ground when wolves were restored to Idaho after a 50-year absence, launching one of the greatest success stories in conservation. Alpha and Omega reminds us just how far we’ve come. Having wolves in Idaho is no longer pure fiction; they’re here to stay.”

Lionsgate’s Rathauser said both organizations will help market the home video releases of Alpha and Omega, and “use it to bring joy and value to their core audiences.”

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