Nickelodeon is launching a national campaign to showcase Nick Jr. programming in movie theaters starting today.
The Nick Jr. campaign will feature a 50–minute program of segments from animation shows aimed at preschoolers, including “Go, Diego, Go,” “Dora the Explorer,” “The Backyardigans,” and “The Wonder Pets.” The program also includes sing-along music videos and Nick Jr. interstitial segments.
“Nick Jr. at the Movies” will run in National Amusement theaters in 12 states, including California, Connecticut, Iowa, Kentucky, Massachusetts, Michigan, New Jersey, New York, Ohio, Pennsylvania, Rhode Island and Virginia. Ticket prices are $6.
The idea is to provide parents and caregivers an entertainment option outside the home with the popular preschool programming, according to Howard Smith, senior vice president of Nickelodeon Recreation.
“It’s another way to provide consumers an experience with our kid properties,” he said.
The concept was tested in two markets last fall with positive results, Smith said.
Smith sees the movie theater play as a long-term new business initiative for Nickelodeon, which will introduce new properties and characters aimed at preschoolers as they’re developed.
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