Subject:
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LEGO toys at AMC Theatres this month...
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Newsgroups:
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lugnet.mediawatch
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Date:
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Sat, 27 Dec 2003 14:08:49 GMT
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Viewed:
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1458 times
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I can see the floors of the theaters now just covered in sticky goo and LEGO
elements....ewwwww
AMC Theatres and the LEGO Company Team up for Unique Integrated Promotion; Key
Elements Include On-Screen Advertising, Lobby Displays, and a Free LEGO Toy in
AMC’s Kid’s Pack Combo
KANSAS CITY, Mo.--(BUSINESS WIRE)--Dec. 16, 2003--This holiday season, AMC
Theatres(R) (AMEX:AEN) and the LEGO Company have connected big screen
entertainment with real LEGO(R) toy fun for guests who purchase an AMC Kid’s
Pack Combo at the concession stand. Moviegoers who purchase the AMC Kid’s Pack
will receive a free age-appropriate LEGO toy with the popcorn, soda, and snack
that make up this combo. In addition to this innovative toy offering, AMC and
its cinema advertising subsidiary, National Cinema Network, created a special
advertising campaign for LEGO that includes a 30-second spot on AMC’s
pre-feature entertainment segment and a lobby promotion. The campaign showcases
the new line of LEGO Designer and Inventor Sets -- the most versatile collection
of bricks and elements ever -- that challenges consumers, “What Will You Make?”
“The inclusion of a high-quality LEGO toy adds value to our Kid’s Pack product
offering,” said Rick King, AMC senior vice president, corporate communications.
“And the in-theatre advertising element puts a spotlight on the LEGO product
line in a very special way.”
The LEGO toy promotion will be featured exclusively at AMC’s U.S. Theatres
through January 1, 2004.
“There aren’t many options to communicate with children and their parents at the
same time with traditional television programming,” said Michael Moynihan,
director of marketing for LEGO Americas. “We love a creative program like the
one we’re running with AMC, because it’s not the kind of place families expect
they will bump into a LEGO play experience. This line is all about reinventing
our classic construction products. To stay fresh and relevant, we want to
constantly surprise and delight families, and the theatre program is a great way
for us to dial up the personality of basic building fun.”
Toys will be featured in the Kid’s Packs as long as supplies last.
AMC Entertainment Inc. is a leader in the theatrical exhibition industry.
Through its circuit of AMC Theatres, the Company operates 230 theatres with
3,483 screens in the United States, Canada, France, Hong Kong, Japan, Portugal,
Spain and the United Kingdom. Its Common Stock trades on the American Stock
Exchange under the symbol AEN. The Company, headquartered in Kansas City, Mo.,
has a website at www.amctheatres.com.
National Cinema Network offers integrated cinema media (film, slide and audio
advertising), lobby marketing, and Internet opportunities that reach moviegoers
everywhere they go. Founded in 1985, National Cinema Network has developed
several cinema advertising innovations, successfully introducing new advertising
and promotion platforms in theatres, while respecting and maintaining the
entertaining environment. National Cinema Network continues its commitment to
innovation and quality with the introduction of a digital management system,
DTDS(TM), an easy-to-use management tool for scheduling, distributing,
controlling, and reporting content displayed within a movie theatre. Based in
Kansas City, Mo., the company represents top theatres in top markets including
51 of the nation’s top 100 highest-grossing theatres (www.ncninc.com).
The LEGO Company is a privately held, family-owned company, based in Billund,
Denmark. The Company is one of the world’s leading manufacturers of play
materials for children, employing approximately 8,000 people globally. The LEGO
Company is committed to the development of children’s creative and imaginative
abilities, and its employees are guided by the motto adopted in the 1930s by the
founder Ole Kirk Christiansen: “Only the best is good enough.”
LEGO and the LEGO logo are trademarks of The LEGO Group. (C)2003 The LEGO Group.
http://home.businesswire.com/portal/site/google/index.jsp?ndmViewId=news_view&newsId=20031216005768&newsLang=en
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