Children’s film distributor and marketing company Kidtoons has joined forces with National Geographic Kids to launch the first month-long in-theater program since Kidtoons’ 2004 launch dedicated to one brand.
National Geographic Kids Big Screen Safari will feature eps and interstitials from three series in NGK’s lineup: CBBC and King Rollo Films co-pro Mama Mirabelle’s Home Movies, global reality series Are We There Yet?, co-produced with Canada’s Sinking Ship, and Iggy Arbuckle. The in-theater program clocks in at roughly 70 minutes, targets a broad two to eight demo and will run for four consecutive weekends in June in more than 100 theaters across the US.
‘Everyone is looking for innovative ways to market their shows and to get their audience excited about their content,’ says Nat Geo’s president of kids entertainment Donna Friedman Meir. ‘This seemed like a great way to do it.’
Michele Martell, COO of Kidtoons parent co The Bigger Picture, says this is the first month that the program will feature content exclusive to one producer in its four-year history, allowing the content partner to produce a wholly branded experience.
‘The program gives brands a lot of opportunity to really deliver their message,’ she says. ‘And the added aspect of having that captive audience in the theatre, it’s unique.’
The Kidtoons deal has also opened up new promotional avenues for Nat Geo, including in-theatre trailer promotions, website (www.kidtoonsfilms.com) and newsletter placement, in-mall promotions, as well as print and radio exposure.
‘We are looking for more sponsors,’ says Martel, pointing to a recent study that estimates 80% of movie theater visits include at least one stop-over at a retail outlet.
‘It’s a unique opportunity to reach people that after they’ve seen great content; they can go and take that additional step [to retail].’
In the future, look for Kidtoons to explore other exclusively branded programs, with another one for Nat Geo already in the works.