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Sony Pictures Partners with Family-Friendly Brands for ‘Planet 51’


Planet 51
Planet 51

By : Chris Tribbey | Posted: 08 Mar 2010


Family friendly is the theme with Sony Pictures Home Entertainment’s marketing partners for its March 9 release of Planet 51.

Partners include Gourmet Trading Co., ING Direct USA and Natalie’s Orchid Island Juices, with SonyWonder.com and the Sega Game Page offering cross-promotional support.

“We understand parents value purchasing products that are fun and promote a healthy lifestyle for their families, along with the opportunity to invest in their children’s futures,” said Marc Rashba, VP of marketing for Sony Pictures Entertainment. “With the release of Planet 51, we sought out unique partners aligned with these ideals.”

Gourmet Trading Co. will have 4 million tags on their branded asparagus promoting the title through late March, while Natalie’s Orchid Island Juices will offer a shared, partial DVD refund on 250,000 half-gallon bottle labels through April.

For its part, ING will have an insert inside the DVDs and Blu-rays Discs, and will promote the title with in-store signage. The insert offers parents a $51 bonus when they set up a child’s custodial account through the end of the year.

Pulling in nearly $42 million at the domestic box office, the CG-animated Planet 51 has an American astronaut landing on a distant planet where all the inhabitants are fearful of one thing: an alien invasion. Dwayne Johnson, Jessica Biel, Justin Long and Gary Oldman are among the stars Sony rounded up to do the voice work.

The DVD ($28.96) bonus features include a “Run Rover Run!” game, a short film, extended scenes, two featurettes, animation progression wheels and a Planet 51 music video montage. The Blu-ray/DVD combo pack ($39.95) adds the multilevel shooting game “Target 51,” which can be controlled using the remote, or an iPhone or iPod Touch. A digital copy also comes with the combo pack.

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