Scrat character to promote movie, website

MovieTickets.com is turning to the “Ice Age” franchise’s Scrat as its newest spokes-creature.

The animated character is featured in a live-action spot that will play in theaters starting Friday to promote the online ticketing service and “Ice Age: Continental Drift,” out July 13 from 20th Century Fox and Blue Sky Studios.

In addition, a TV spot featuring the character will air during the syndie clip shows “Made in Hollywood” and “Made in Hollywood: Teen Edition.”

In the ad, Scrat’s dream of the perfect date goes awry when he arrives at the movie theater only to find it’s sold out. While his day is ruined, spot reminds auds that they don’t have to suffer the same heartache thanks to MovieTickets.com.

It’s the first time Scrat has appeared in a live-action campaign.

Effort is the second campaign between MovieTickets.com and Fox, featuring the studio’s characters after “The Three Stooges.”

Deal becomes the latest example of online ticketing services looking to stand out with exclusive content after Fandango launched the trailer for “Django Unchained” on its site this week.

Fox will benefit from the marketing effort, with the fourth “Ice Age” getting exposure on MovieTickets.com, its newsletter and dedicated email blasts, as well as a separate microsite for the film, which includes extra content, games and a sweepstakes. Campaign also includes a co-branded poster appearing in theaters which feature Scrat as well.

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