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Blockbuster Gets In the Spirit

15 May, 2002 By: Joan Villa

Blockbuster will give away free children's movie passes to DreamWorks Pictures' new animated film Spirit: Stallion of the Cimarron in its first-ever ticket tie-in with and a major studio.

Participating stores will offer one free child's ticket with every paid movie rental or the purchase of a $10 Blockbuster gift card between May 20 and June 17. Spirit opens nationwide May 24.

Curt Andrews, Blockbuster SVP and marketing chief for North American stores and creative services, said Spirit is “the perfect family film to kick off a new kind of promotion” and called it a “win-win” for both partners.

“Blockbuster recognizes the value of promoting the theatrical release of this film, which we believe will translate into store traffic during the promotion, as well as sales and rentals of Spirit: Stallion of the Cimarron when it is released on VHS and DVD home video,” Andrews noted.

In addition to the ticket giveaway, Blockbuster's marketing effort will include a 30-second television spot, direct mail, Web site promotion, in-store displays and theatrical trailers on Blockbuster TV monitors. Stores will also sell five exclusive licensed products including play sets, a plush, horse characters with bendable legs and small beanbag horses with sound.

“Blockbuster has been a longtime partner for DreamWorks' home video product, and we are thrilled to be expanding that partnership," added Anne Globe, DreamWorks head of consumer products marketing and promotions.

Spirit, narrated by Matt Damon, follows a wild and rambunctious mustang stallion as he journeys across the American frontier, ultimately becoming a great unsung hero of the old West. The movie also features music by Academy Award-winning composer Hans Zimmer of The Lion King and songs by Grammy winner Bryan Adams.

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