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Crayola, Odeon, Aardman offer kids chance to create big screen movies

Monday February 24, 2014 at 2:04pm
Crayola, the UK’s best-selling Arts & Craft brand, has teamed up with Aardman Animations and ODEON, the UK’s largest cinema chain, to offer an exciting consumer engagement program this summer. Children are being offered the chance to see their very own animated short movie on the ODEON big screen, and win their very own red carpet premiere at their local ODEON cinema. To enter, kids have to download a free seven day trial of Aardman’s Animate It! software from the dedicated MyCrayolaMovie.com website, and then use it to transform any Crayola pencil or marker doodle into an animated short movie. To support the promotion, Crayola will be introducing its first-ever UK on-pack promotion, offering ‘Kids go Free’ entry at ODEON Cinemas with any full paying adult. The promotion will run across all 12 and 24 Coloured Pencils and Supertips packs, the brand’s four highest volume stationery lines. To drive maximum awareness, a bespoke My Crayola Movie cinema ad campaign will run throughout the summer across all ODEON sites. Social media will be used to actively support the campaign, along with print advertising and dedicated My Crayola Movie branded Crayola display units. Richard Venner, Crayola senior brand manager, says: “My Crayola Movie typifies everything Crayola is about, and we think kids will jump at the chance to create something that might end up on the big screen. The added value built into the packs will really help mum and dad during the financially challenging summer holiday period.” The winner of the film competition will be chosen in late September, with a red carpet premiere at their local ODEON cinema. The film will also appear nationwide during the October Half Term. ODEON marketing manager, Emma Isenman, adds: “We’re thrilled to be working with Crayola and Aardman on this initiative. We’re in the entertainment business, so being able to showcase the imagination and creativity of future animators and filmmakers through this competition is really exciting. We can’t wait to showcase the winning short at ODEON later this year.”
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