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Issue Date: Vol. 53, No. 11, November 2013, Posted On: 10/15/2013

Chuck E. Cheese's Picks 'Free Birds' As Its First Film Promo

Nick Montano
TAGS: Free Birds, Chuck E. Cheese's, amusement business, movie tie-in, Reel FX, Relativity Media, Rock-N-Wristband promotion, CEC Entertainment Inc., amusement arcade, video game, family entertainment center

Chuck E. Cheese's, amusement business DALLAS -- "Free Birds" will open in theaters on Nov. 1 and Chuck E. Cheese's is one month into its promotion for the upcoming animated film. It's also the first film that Chuck E. Cheese's has agreed to promote.

The animated picture from Reel FX, being released by Relativity Media, features the voices of Owen Wilson, Amy Poehler and Woody Harrelson in a story about two turkeys from opposite sides of the track who must put aside their differences and team up to travel back in time to change the course of history -- and get turkey off the menu for good.

The partnership kicked off on Sept. 15 in more than 520 Chuck E. Cheese's stores with the Rock-N-Wristband promotion. Through Nov. 30, kids can collect one of four cool wristbands featuring Chuck E., his guitar or characters Jake and Reggie from the film with the purchase of any pizza or value deal.

The partnership also includes cobranded advertisements across television, print and digital media, along with radio broadcasts live from some Chuck E. Cheese's locations.

"The opportunity to partner on a major motion picture is a first for Chuck E. Cheese's," said Scott McDaniel, chief marketing officer at CEC Entertainment Inc., the pizza-arcade's parent company. "We've spent the last year introducing our new, 'contemporized' mascot to all of our guests, and now we're ready for the silver screen. In Reel FX and Relativity, we've found partners whose goal to make families laugh and smile resonates with Chuck E.'s philosophy."

The timing of the film release and Chuck E. Cheese's promotion is ideal, according to Joshua Pollack, president of corporate and strategic partnerships and global brand management at Relativity. "We're getting into the part of the season when families start spending a lot of time together at the movies, going out to eat and playing games," he said.

Chuck E. Cheese's and Reel FX, both headquartered in the Dallas-Fort Worth area, previously partnered on Chuck E. Cheese's commercials and development of the new mouse mascot.

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