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DreamWorks Puts Big Money Behind ‘Madagascar'

18 Aug, 2005 By: Thomas K. Arnold



Taking the kid-friendly concept to a new level, DreamWorks Home Entertainment's upcoming DVD release of Madagascar will feature more than 100 interactive games and creative activities.

The animated theatrical blockbuster, which since its June theatrical debut has grossed more than $188.2 million in U.S. theaters, arrives on DVD Nov. 15 and will be supported by one of DreamWorks' biggest marketing campaigns ever for a home video release.

More than 25 themed packages will begin arriving in stores in September from such key brands as Betty Crocker, Chef Boyardee, Kid Cuisine and Pringles. A national television, print and radio blitz kicks off in October, and technology provider Advanced Micro Devices will sponsor a sweepstakes in which the winner gets an eco-tour of the real island of Madagascar.

DVD extras include a virtual tour of Madagascar, a montage of technical goofs and various behind-the-scenes features and documentaries.

But the real highlight is a menu option that takes kids to a virtual playground in which can play various games; learn to draw the film's characters; play a new version of “Whack-A-Mole” and — through a DVD-ROM element — print iron-ons, download photo frames and create personalized invitations, decorations and posters.

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