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Warner Bros. Plans $25 Million Campaign Around ‘The Wizard of Oz’ Anniversary

Film will serve as the grand opening of Hollywood's new Imax 3D theater and play at the Toronto Intl. Film Festival in September

Warner Bros. has a big party planned for the 75th anniversary of “The Wizard of Oz.”

The studio plans an extensive $25 million marketing campaign around the film that will involve its theatrical, home entertainment and consumer products divisions.

McDonald’s is among a lineup of marketers that will support the anniversary with Happy Meals that will include six figures (Dorothy, the Scarecrow, Wicked Witch of the West, Tin Man, Glinda the Good Witch and Cowardly Lion). Each figure stands on a piece of the yellow brick road that can be connected.

The nationwide campaign will appear in 14,000 McDonald’s locations in the U.S. and Canada from Sept 20-Oct. 10.

Warner Bros. will also host a premiere of the film’s first Imax 3D release on Sept. 15 from the newly remodeled TCL Chinese Theater in Hollywood. Film will be the first to play at the new theater and serve as its grand opening of Hollywood’s first 3D Imax screen.

The theater hosted “The Wizard of Oz’s” original Hollywood premiere in 1939.

Film will play at the new 3D Imax theater and in more than 300 Imax screens across North America beginning Sept. 20.

The studio also has arranged for “The Wizard of Oz” to screen at the Toronto Intl Film Festival, at the Scotiabank Imax Theatre, on Sept. 15, the closing day of the event.

SEE ALSO: ‘The Wizard of Oz’ Gets 3D Imax Release for 75th Anniversary

On Oct. 1, Warner Home Entertainment will release a limited and numbered collector’s edition of “The Wizard of Oz,” which will include a five-disc set, include the Blu-ray, Blu-ray 3D, DVD and UltraViolet versions of the film, as well as the documentary “The Making of The Wonderful The Wizard of Oz,” and 52-page hardcover photo book and other memorabilia.

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