Turner Classic Movies is taking the classics of Hollywood on the road as part of an eight-city mall tour this summer.
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| TCM’s Hollywood memorabilia takes consumers inside classic films |
In partnership with Comcast, TCM is bringing its Lights! Camera! Classics! tour to area malls in the U.S. to show consumers its collection of Hollywood memorabilia and provide interactive, hands-on activities.
As part of the events, consumers can see Paul Newman’s prison costume from the 1967 film
Cool Hand Luke, Vivien Leigh’s gown in
Gone With The Wind or Robert DeNiro’s boxing gloves and shorts from
Raging Bull.
The tour takes consumers inside their favorite classic movies, offering them the chance to experience a part of Hollywood history, said Cathy Boardman, VP-affiliate marketing and special events for TCM.
“We’re taking TCM off the channel and bringing it to the market,” Boardman said. “Our mission is to keep classic movies alive and pertinent to people today. People are crazy about anything that has to do with old Hollywood. It’s a great opportunity to make something kind of old, relevant.”
The mall tour kicks off July 30-31 with its first stop at Minneapolis’s Mall of America and runs through Sept. 18. Other tour locations include Denver, Fort Wayne, IN, Chattanooga, TN, Atlanta, GA, Baltimore, MD, Philadelphia, PA, and Grand Rapids, MI.
The tour will include several interactive components, including a viewing area where Comcast will display its wares and technology, and an interactive trivia game designed to promote TCM and Comcast. Consumers who answer the trivia questions correctly can win prizes.
In addition, visitors can have their photo digitally inserted into their favorite movie scene or film poster to mark their participation in the event. The will also feature a TCM prize machine, giving visitors the chance to win additional prizes (plush toys, T-shirts and hats) through the claw game.
Visitors in each market can also enter a sweepstakes for a chance to win a big screen T.V. The sweepstakes is open to consumers 18 and older. Winners will be announced at the conclusion of each market stop.
TCM will publicize the event online beginning July 20 at
Lightscameraclassics.com. The Web site will contain tour dates and locations, artifact information and other details. The event marks the second time TCM has sponsored the tour. TCM partnered with DirecTV in the initiative in its first year, Boardman said.
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