Turner Teams with Sony for Pan-Regional Sponsorship of Cartoon Network as Sole Theatrical Partner

Turner Media Innovations has teamed up with Sony Pictures Releasing International for a major pan-regional sponsorship of Cartoon Network across Europe, the Middle East, Africa; and extending to Asia and Latin America as well. Under the terms of the two-year advertising deal, nine blockbuster titles from Sony Pictures Releasing International will be promoted on Cartoon Network during scheduled release periods. The two year deal is exclusive to Sony Pictures as the sole theatrical partner.

While terms of the deal were not disclosed, the pact was brokered directly with Sony Pictures Entertainment in Los Angeles. Turner Media Innovations will act as a creative liaison with the studio’s Los Angeles-based International Marketing department, producing innovative Cartoon Network promotional creative that will appear on-air during the term of the pact. Turner Media Innovations will manage all of the media campaigns with Sony’s agency OMD, across EMEA for Cartoon Network.

Kicking off with The Smurfs (in 3D), films set to feature as part of the exclusive channel sponsorship include The Adventures of Tintin: The Secret of the Unicorn (in 3D), Arthur Christmas (in 3D), The Pirates! Band of Misfits (in 3D), Men in Black 3 (in 3D), The Amazing Spider-Man (in 3D) and Hotel Transylvania (in 3D).

Turner Media Innovations will create co-branded channel idents for each of the film releases, 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 will be supported with spot advertising on Cartoon Network.

The channel sponsorship with Sony Pictures Releasing International comes on the back of Turner Media Innovations’ notable success in the theatrical and home entertainment space. As well as previously teaming up with Sony Pictures Releasing International, Turner Media Innovations has devised campaigns for many of the leading film studios including Warner Bros, Universal, Fox and Paramount.

Simon Cox, Vice President of Turner Media Innovations, EMEA says: “Cartoon Network’s proven popularity with the kids’ and families’ audience makes it an excellent platform to promote Sony Pictures’ blockbuster film titles. The connected nature of our business across EMEA puts us in a unique and enviable position to be able to attract prized sponsors such as Sony Pictures who are looking to us to add an extra dimension as they promote their biggest titles during the next two years.”

Gina Kilberg, SVP of International Media at Sony Pictures, said: “We have a tremendous slate coming up in 2012 and 2013 and are very excited about partnering up with Cartoon Network to showcase our blockbuster family and general audience tentpoles.”

Territories included as part of this deal include the UK, France, Italy, Spain, Bulgaria, Hungary, Poland, Romania, Sweden, Denmark, Norway, Turkey and the Middle East.

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