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Blockbuster to Sponsor Hollywood Christmas Parade

4 Oct, 2002 By: Hive News

Blockbuster Video is taking the Hollywood Christmas Parade national on television.

The nation's top video rentailer has become the title sponsor of the annual parade, to be re-christened the Blockbuster Hollywood Spectacular, A Holiday Tradition.

NBC will present the event as a national primetime special to be titled the Blockbuster Hollywood Christmas Spectacular.

The two-mile parade along Hollywood Boulevard is traditionally held the Sunday after Thanksgiving. This year's event will be taped live Dec. 1.Blockbuster is teaming up on the televised event with Hollywood Parade LLC, a division of Global Icons. Up to now, the parade has been televised only locally in the Los Angeles area.

“The decision for Blockbuster to become involved in this spectacular makes perfect sense for the brand because we are synonymous with Hollywood entertainment,” Blockbuster SVP and chief of marketing Curt Andrews said. “Until now, only those that live in or visit Los Angeles during the holiday season have had a chance to experience this event. We are delighted that now everyone all over the country can enjoy this show and make it a holiday tradition.”

The broadcast will be executive produced by Ken Ehrlich, who has produced the Grammys and the Blockbuster Entertainment Awards, and Jeff Lotman, CEO of the licensing firm Global Icons.

“What we are doing is taking a 71-year-old Hollywood tradition and polishing it into a worldwide phenomenon that will hopefully have families watching together each and every year,” Lotman said. “This is another great example of the resurgence of Hollywood.”

Other partners are United Talent Agency, which will package the event, and the Hollywood Chamber of Commerce, which created the annual parade.

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