A number of Sony’s biggest kid-friendly feature films through 2013 will be promoted on Cartoon Network across Europe, the Middle East, Africa, as well as in Asia and Latin America, in a new two-year sponsorship deal with UK-based Turner Media Innovations.
The pact was brokered directly with Sony Pictures Entertainment in LA and will see Turner Media Innovations act as a creative liaison with the studio’s international marketing department to produce Cartoon Network promotional on-air creative. Co-branded channel idents are being created for each film release. And dependent on film format, viewers will see either animated characters interact with the Cartoon Network channel logo or a live-action film scene integrated with channel branding. Sponsorship activity is being further supported with spot advertising on Cartoon Network.
Kicking off with this summer’s blockbuster The Smurfs in 3D, the nine films set to feature as part of the exclusive channel sponsorship include The Adventures of Tintin: The Secret of the Unicorn, Arthur Christmas, The Pirates! Band of Misfits, Men in Black 3, The Amazing Spider-Man and Hotel Transylvania.
The sponsorship deal with Sony comes as Turner amps up its efforts in the theatrical and home entertainment space. On top of previously teaming up with Sony Pictures Releasing International, the company has devised campaigns for many of the leading film studios including Warner Bros, Universal, Fox and Paramount.