Beginning this month, a new promotion from Cartoon Network, General Cinema Theatres and Kraft Foods will be entertaining kids and their parents on Saturday mornings.
MaTOONays is a series of 12 movie presentations that will screen Saturday mornings at 10 a.m. in 50 select General Cinema Theatres throughout the U.S. Each presentation consists of 20 minutes of Cartoon Network programming, including a World Premiere Toons cartoon short, such as Courage, The Cowardly Dog, followed by a family-targeted feature film. MCA/Universal’s Babe will be shown this month, MGM’s All Dogs Go To Heaven 2 is scheduled for February, and Warner Bros.’ Richie Rich is planned for March.
The movie series hits the screens on January 11 with costumed character appearances, giant inflatables and free premiums at theaters in Atlanta, Boston, Chicago and New York.
Children can see individual presentations for US$1.50 or can buy a MaTOONays Series Ticket Card for US$7.00 to attend all 12 screenings. Admission is free for adults accompanying children.
As the exclusive national sponsor of the series, Kraft Foods is airing 30-second promotional spots before each MaTOONays presentation, as well as offering premiums, product samples and coupons at participating theaters.
General Cinema Theatres is supporting the movie series through local newspaper listings, quarterly direct-mail campaigns and in-theater signage, including six-foot standees, posters, banners and concession counter cards. The company is also cross-promoting MaTOONays in 69 additional theaters.
Cartoon Network is introducing a series of national 30-second Kraft Kids-branded ads. As well, cable operators will receive customized spots to promote each monthly screening.