D’Works hands Reel ‘Chicken’

Vidtailer gets exclu design, hosting rights

Online vidtailer Reel.com has landed exclusive Web site design and hosting duties for DreamWorks’ animated “Chicken Run,” skedded to hit theaters June 23.

Move signals that DreamWorks is continuing its strategy to farm out its official Web sites to e-tailers. Studio most recently paired up “American Beauty” and “Galaxy Quest” with Amazon.com.

Site will bow today at Reel.com, which sells homevids and DVDs. Reel becomes DreamWorks’ exclusive online marketing partner for “Chicken Run,” a comedy featuring the voices of Mel Gibson, Julia Sawalha and Miranda Richardson.

Pic, about a group of chickens who plan to fly the coop, was hatched by Aardman Animations, creators of “Wallace and Gromit.” Pic is helmed by Peter Lord and Nick Park.

Site will provide the movie’s trailers, a screensaver that features the characters from the movie, as well as an exclusive downloadable four episode “desktop adventure” with the movie characters, which will be created by ToggleThis.

Canned Entertainment is designing the site for Reel.com.

“We selected Reel.com because of their wealth of experience in marketing to movie consumers online and their position as the No. 1 online information source for films playing in the theater,” said DreamWorks’ Terry Press. “We look forward to working with Reel.com to create online excitement for ‘Chicken Run’ through a wide variety of online events, which we plan to roll out in support of the film.”

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