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Chuck E. Cheese's signs first ever film sponsorship

September 18, 2013

Chuck E. Cheese's, Reel FX and Relativity announced a partnership for the upcoming Thanksgiving animated comedy, "Free Birds." The announcement marks the pizza chain's first-ever film sponsorship.

As part of the agreement, Chuck E. Cheese's locations will feature exclusive "Free Birds" merchandise as part of the company's fall in-store promotion.

The film, which stars Owen Wilson, Amy Poehler and Woody Harrelson, features a story of 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. Relativity will distribute the Reel FX-produced "Free Birds" in theaters across the country on Nov. 1.

Chuck E. Cheese's sponsorship agreement includes:

• Chuck E. Cheese's Rock-N-Wristband promotion will be held in more than 520 stores nationwide now through Nov. 30. During the promotion, 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.
• Co-branded advertisements across television, print and digital media.
• Promotional material displayed at more than 520 Chuck E. Cheese's locations.
• Radio broadcasts live from Chuck E. Cheese's locations in select markets.

"The opportunity to partner on a major motion picture is a first for Chuck E. Cheese's, and one that we are extremely excited about," said Scott McDaniel, chief marketing officer for CEC Entertainment, Inc., Chuck E. Cheese'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."

Reel FX worked with Chuck E. Cheese's on the updated mascot last year. Both companies are headquartered in the Dallas-Fort Worth area. The two companies have also previously partnered, along with The Richards Group, on Chuck E. Cheese's commercials.

"We knew (Chuck E. Cheese's) would be a fun partner for our first feature-length animated film," said Dale Carman, founder and executive creative director at Reel FX. "Chuck E. has been well-received by a new generation of kids, and we're happy to join with Relativity to set him up on his biggest stage yet."

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