Those beloved characters, the Teletubbies , are hitting the big screen under a new campaign targeting “Reel Moms,” a weekly event offered by Loews Cineplex Entertainment that allows moms to bring their babies to the movies.
 |
| Teletubbies are showcased in a new marketing campaign targeting “Reel Mom” program |
Ragdoll, Ltd., the owner and producer of Teletubbies, and Loews Cineplex are teaming up to introduce a new generation of parents to the fabulous four in kid’s entertainment—Tiny Winky, Dipsy, Laa-Laa and Po.
Teletubbies airs on PBS Kids nationwide.
More than 130 Loews theaters nationwide will participate in the six-week campaign. The event kicks off Mar. 15 at 8:30 a.m. at New York City’s Loews 34th Street Theater at 34th Street and 8th Avenue with a red carpet children’s premiere. Visitors will see a Teletubbies film short and will also be treated to face painting, a coloring station and a cyber station to surf the Internet.
In total, the film short will debut in 20 markets across 32 screens, including Chicago, Orlando and San Francisco. The partnership with Teletubbies marks the first time Loews has agreed to link promotional programming with a “Reel Moms” movie.
The New York City premiere will also include a personal appearance by the Noo-noo, a vacuum cleaner character from the Teletubbies with an offer a photo opportunity for attending fans. This marks the first U.S. appearance by a Teletubbie character.
In addition, 300 gift bags containing a Teletubbies beanie, a DVD, a Mr. Clean Magic Eraser Duo and a Teletubbies sticker sheet will be distributed to attendees.
“The purpose is to get Teletubbies in front of our fans in a way it never has been before,” said Lori Heiss, director of marketing, Ragdoll, Ltd. “This is a way to get Teletubbies in front of people in a new and engaging way.”
Ragdoll, Ltd. is sponsoring the event with PBS Kids/Paramount Home Entertainment and Mr. Clean Magic Eraser Duo. Teletubbies licensee Play Along Toys will also participate.
To further promote the campaign, life-size Teletubbies standees will be positioned in theater lobbies and “take-one” postcards and counter cards will be offered in concession areas at 80 theaters. In addition, Loews will run a Teletubbies still slide featuring a trivia question before every feature film presentation. That initiative is estimated to reach between eight million to 10 million people, Heiss said.
Every Loews, Cineplex Odeon, Magic Johnson and Star theater will run the still slides promoting the “Reel Moms”/Teletubbies campaign.
Print ads, Internet and onscreen materials will support. Loews will also promote the campaign through weekly e-mail blasts to opt-in customers.
Network
