Kickoff for G.I. Joe: The Rise of Cobra

Hasbro president and CEO Brian Goldner, producer of the summer’s highly anticipated film “G.I. Joe: The Rise of Cobra,” Lorenzo di Bonaventura, also a producer of the film, and director Stephen Sommers, joined by cast members Channing Tatum, Sienna Miller and Rachel Nichols rang The Opening Bell at the New York Stock Exchange in celebration of the upcoming premiere of “G.I. Joe: The Rise of Cobra” on August 7.

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LG too Stars in Transformers: Revenge of the Fallen

LG Mobile Phones, in partnership with upcoming film, “Transformers: Revenge of the Fallen” from DreamWorks Pictures and Paramount Pictures in association with Hasbro, is launching a marketing campaign for the film. It includes a television commercial directed by the film’s director Michael Bay.

An in-store consumer promotion with Verizon Wireless will also kick off in the U.S. The promotion allows consumers to enter a sweepstakes automatically when they send Friends and Family one of three pre-recorded phone messages from Optimus Prime.

To promote the movie, Glu Mobile, a leading mobile games publisher, decided to launch a mobile game based on Transformers: Revenge of the Fallen. The movie is scheduled to be released on June 26.

Also, Transformers: Revenge of the Fallen video game was announced by Activision Publishing. The game lets gamers step into the shoes of the Autobots or Decepticons, select any available mission and pick from the largest, most diverse range of playable Transformers – each with their own distinct abilities and weaponry.  

Now, LG has launched a movie-themed micro site, http://www.uncoverlg.com, which includes an engaging and interactive online game. To round out the campaign, LG announced earlier this year at CTIA their limited edition Versa for the movie tie-in. The phone will be available only through consumer promotions.

In addition to the multi-element marketing campaign, LG will also participate in the U.S. premiere of the film in Los Angeles on June 22 as the presenting sponsor of the event.

To promote the film and its involvement, LG created a 30-second TV spot called “LG Deceptiphone,” which features the LG Versa and two characters from the movie: Optimus Prime and a Decepticon.

Peter Cullen, known as the voice of Optimus Prime, provided the voiceover for the LG commercial. The ad began appearing on TV (network and cable programming) and in U.S. cinemas on June 1, 2009. The company also created a print ad featuring the LG Versa.

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Hasbro, Discovery JV to Create Kids TV Network

Children entertainment company, Hasbro, and Discovery Communications have decided to form a 50:50 joint venture (JV), including a television network and website, dedicated to children’s and family entertainment. The JV also will receive a minority interest in the U.S. version of Hasbro.com.

Both the network and the venture’s online component will feature content from Hasbro’s portfolio of entertainment and educational properties built over the past 90 years, including original programming for animation, game shows, and live-action series and specials.

New programming will be based on brands such as ROMPER ROOM, TRIVIAL PURSUIT, SCRABBLE, CRANIUM, MY LITTLE PONY, G.I. JOE, GAME OF LIFE, TONKA, and TRANSFORMERS, among others.

The TV network and online presence also will include content from Discovery’s library of children’s educational programming, such as BINDI THE JUNGLE GIRL, ENDURANCE, TUTENSTEIN, HI-5, FLIGHT 29 DOWN and PEEP AND THE BIG WIDE WORLD, as well as programming from third-party producers.

The network will continue to operate as Discovery Kids until the debut of the to-be-named channel and new programming slate. Discovery Communications will retain the Discovery Kids brand for, among other things, its international networks and its licensing and merchandising business.

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