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Sony, Petco, Red Robin Partner for ‘Open Season 2’

22 Dec, 2008 By: Erik Gruenwedel

Open Season 2

Sony Pictures Home Entertainment has partnered with Petco, Red Robin, the San Diego Zoo, and the Convention and Visitors Bureau to promote the Jan. 27 releases of animated Open Season 2 on DVD, Blu-ray and UMD.

The direct-to-video sequel features voice talent Joel McHale (“The Soup”), Mike Epps (The Honeymooners), Jane Krakowski (“30 Rock”), Billy Connolly (The X Files: I Want to Believe), Crispin Glover (Back to the Future) and Steven Schirripa (“The Sopranos”).

Each release includes deleted scenes, a behind-the-scenes feature showing all the magic (and fur) behind the creation of the family classic and an exclusive animated music video set to “Who Let the Dogs Out?” by Baja Men. The Blu-ray edition also contains an exclusive “Save Mr. Weenie” game.

Open Season 2 hopes to follow commercially on the tails of Open Season, which in 2006 earned more than $84 million at the box office.

“The family DTV genre continues to be a healthy business, even in the down economic environment we’re all facing,” said Marc Rashba, VP, marketing for Sony Pictures Home Entertainment.

Supported by a multi-million dollar TV, print and online marketing campaign, Red Robin and Petco will feature displays and posters for Open Season 2 in 400 restaurant and 900 store locations, respectively. The chains, in addition to Crayola, each will offer a $3 discount coupon toward the purchase of the DVD.

The Sony DVD, in turn, will offer a $1 discount coupon on select Crayola products, a free kid’s meal at Red Robin and $3 discount coupon toward any Petco brand dog biscuits purchase.

“We could be one of the first DVD promotions with Petco stores, which is exciting both on a partnership level as well as putting DVDs in a store environment where DVDs are normally not sold,” Rashba said.

The San Diego Convention and Visitors Bureau is running a national "Wieners Gone Wild" sweepstakes where consumers can enter to win a trip for a family of four to the San Diego Zoo's Wild Animal Park with admission tickets, a behind-the-scenes private VIP tour, sleepover, round-trip airfare and hotel accommodations.

“Each promotional partner will offer a different way to re-engage fans of the original box office hit Open Season and introduce the franchise to a new generation of fans while providing added awareness for parents at retail,” Rashba said.


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