Lionsgate Promotes 'Bratz' With Scholarship19 Nov, 2007 By: Billy Gil
The opportunity to win a $15,000 scholarship will accompany Lionsgate's Nov. 27 DVD release of Bratz: The Movie.
Beginning Nov. 27, U.S. residents between the ages of 5 and 18 can visit www.bratz.com/us/scholarship, and answer and submit a 150-word essay on how they would use the money to pursue their passion. The contest expires May 5, 2008, after which four scholarships will be awarded, totaling $60,000.
Stores will carry Bratz: The Movie in 12- and 18-count displays. The film is the live-action adaptation of the “Bratz” franchise, which started with popular dolls and toys and led to several direct-to-DVD releases.
Lionsgate's extensive marketing campaign behind the film included radio, TV and mall ads.