Dimension Films and Old Navy, a division of Gap Inc. (NYSE: GPS - News), announced today their strategic partnership to join forces and provide family fun this summer with the upcoming release of "The Adventures of Sharkboy and Lavagirl in 3-D." Under the partnership, Old Navy has produced exclusive 3-D t-shirts featuring characters from the movie.
"Old Navy is known for its sense of fun. We are pleased to partner with Dimension Films to bring Sharkboy and Lavagirl to our customers in an exciting 3-D experience," said Kristin Petersen, Vice President of Promotions and Strategic Alliances, Gap Inc. "It is a film for the whole family and its target audience aligns perfectly with Old Navy's core customers."
"As we launch our next all family franchise from Robert Rodriguez, the creator of Dimension Films' successful SpyKids(TM) series, we're delighted to begin a relationship with the Old Navy team," said Lori Sale, EVP worldwide Promotion for Miramax & Dimension Films. "Old Navy provides a wonderful, national promotional platform for the film and delivers an opportunity for us to add to our 3-D family experience."
The children's t-shirts are the first 3-D products to be designed and sold at Old Navy stores. The 3-D images will spring to life when consumers put on special 3-D viewing glasses similar to the ones available in movie theaters across the country. Starting May 20, the specially designed boys and girls' tees, which come with free 3-D glasses, will be available for just $9.50 -- only at Old Navy.
In addition to the exclusive 3-D tees, Old Navy will host in-store customer events Memorial Day Weekend (May 28-30), including a free scratcher game, while supplies last. Old Navy's I LAVA VACATION scratcher game includes a grand prize of $10,000 to spend on a dream vacation of the winner's choice. Other prizes include Sharkboy and Lavagirl 3-D t-shirts, SpyKids(TM) Trilogy DVD sets and "The Adventures of Sharkboy and Lavagirl in 3-D" movie posters. Old Navy will also give out free Sharkboy and Lavagirl sticker packs, while supplies last.