35-Ft Screens For Cartoon Network Splash
As part of its latest promotion campaign, Cartoon Network, part of the Time-Warner stable, will bring to the capital the Cartoon Network Super Size Cinema later this month.
The channel is also considering incorporating some exclusive Indian cartoon characters as part of its localisation plans for regional appeal.
"The basic idea behind the Cartoon Network Super Size Cinema is to interact more closely with our audience and also to provide opportunity to marketers," Christine Fellowes, vice-president (regional brand management), Asia Pacific, Cartoon Network, said yesterday.
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"Cartoon lovers in India will be the first in the Asia Pacific region to enjoy the magic of this highly interactive and enjoyable event designed for kids and their families. This is the first time Cartoon Network Super Size Cinema has ever been launched in any country outside the US," said Fellowes.
According to Fellowes, the super -size cinema is part of ongoing integrated marketing initiatives that brings Cartoon Network closer to its viewers and also affords valuable sponsorship and sampling opportunities for kids' marketers in a fun and family environment.
The event, slated for May 27, aims at providing fun and entertainment to kids and their families.
There are two elements to the event. One, an open air cartoon theater with inflatable cartoon chairs for seats and the screening of cartoons on a 35-foot inflated screen.
Second, an interactive element with games and contests, the star attraction being the toon challenge, which is having its international premiere in India.
Cartoon Network is looking towards brand building through this event. "We want to concentrate on comedic-cartoons, and not violent animation. We increasingly want to bring in the families and want to be known as an all-out toons channel," Christine added.
An aggressive integrated marketing and promotion campaign is being undertaken by Cartoon Network and the sponsors to promote the super-size cinema in Delhi, Mumbai and Chennai.
On the Indianisation of the content of the channel, Christine said that the network was sourcing a lot of animation from India.