Curiocity’s FreeZone is teaming up with DreamWorks Pictures in an exclusive agreement to be the official on-line promotional partner for three of the studio’s upcoming children’s movies. The films are Mouse Hunt, opening this month, Paulie, launching next spring, and Small Soldiers, scheduled for release in July 1998. FreeZone will develop content related to the films and design and support on-line promotions.
An area for Mouse Hunt (www.freezone.com/mousehunt) is already running. Kids can watch clips from the film in an on-line theater, participate in chat sessions with the cast and follow the mouse’s tracks in a maze game to register to win prizes.
The deal is ‘a great use of merging our talents,’ says Trish Lindsay, general manager of Curiocity’s FreeZone. ‘They’ve got premium creative content to work with,’ and FreeZone, targeted at kids age eight to 12, offers a vehicle to reach as many as 250,000 kids a month.
When it comes to advertising directed at kids, Lindsay emphasizes that the company follows stringent guidelines so kids know what is advertising and what is not.
DreamWorks will feature the Web site addresses in all marketing for the films, from the trailer to print ads and on the video release. Seven local Curiocity for kids magazines, also part of the Curiocity family of products from Thomson Target Media, will host the film premieres and give away tickets to their readers.