SIX FLAGS, SONY PICTURES ENTERTAINMENT ANNOUNCE ADVERTISING & PROMOTION CAMPAIGN FOR... -- GRAND PRAIRIE, Texas, March 15, 2011 /PRNewswire/ --

GRAND PRAIRIE, Texas, March 15, 2011 /PRNewswire/ -- For the second consecutive season, Sony Pictures Entertainment is teaming up with Six Flags Entertainment Corporation (NYSE: SIX), to help launch one of its summer blockbuster films. The highly anticipated movie, "The Smurfs®," will be promoted during Spring Break events at all domestic parks in conjunction with an in-store promotion debuting Smurf-branded merchandise at Hot Topic stores nationwide. "The Smurfs" will be released in theaters nationwide on August 3, 2011.

"Six Flags is thrilled to be working alongside Sony Pictures Entertainment again this season to innovatively showcase the film via our in-park media assets as well as execute a very unique experiential sweepstakes," said David McKillips, senior vice president, Corporate Alliances for Six Flags. "This campaign demonstrates our ability to strategically target specific demographics with a multi-medium, hands-on approach."
"After a successful pairing with Six Flags last summer on our worldwide hit film The Karate Kid, we're very pleased to reprise our relationship and add leading teen retailer, Hot Topic, to this creative, collaborative Spring Break promotion," said Gregory Economos, senior vice president, Global Consumer Products, Sony Pictures Entertainment.

In support of "The Smurfs," Sony is bringing Six Flags and Hot Topic stores together to offer customers a retail incentive this spring. With the purchase of Smurf-branded t-shirts at 200 participating Hot Topic stores across the country, from March 12 to April 25, 2011, customers will receive a $20 discount off general admission to all domestic Six Flags parks. Additionally, Six Flags will sponsor a sweepstakes at sixflags.com/smurfs, providing Smurf fans the chance to win a 3-day/2-night adventure for two to New York City, Six Flags tickets, plus cash and other prizes. The sweepstakes, which begins March 12 and ends April 25, 2011 will be open to legal residents of 47 of the 48 contiguous U.S. states and D.C. (FL excluded), 13 years of age or older. The promotion and ticket discount will be supported with a co-branded campaign in all Hot Topic stores and Six Flags using Six Flags Media Networks, which includes Six Flags TV, digital billboards, signage and online inventory. Sony will also run advertising on Six Flags Media Networks to promote the movie release date, August 3, 2011, later in the summer.

The Smurfs make their first 3D trip to the big screen in Columbia Pictures'/Sony Pictures Animation's hybrid live-action and animated family comedy, The Smurfs. When the evil wizard Gargamel chases the Smurfs out of their village, through a magical portal, and into our world, they land in the middle of New York's Central Park. Just three apples high and stuck in the Big Apple, the Smurfs must find a way to get back to their village before Gargamel tracks them down. Directed by Raja Gosnell. The producer is Jordan Kerner. The screenplay is by J. David Stem & David N. Weiss and Jay Scherick & David Ronn from a story by J. David Stem & David N. Weiss, based on the Characters and Works of Peyo
It will be interesting to see what kind of promotions we get in the parks. I think they may have missed an opportunity to do a temporary "Smurfs Land" in the Thomas Town area's that were re-themed this year.