×
You will be redirected back to your article in seconds

Chuck E. Cheese’s Chooses Animated ‘Free Birds’ as First Film Promo

Film's producer Reel FX had worked with family-friendly chain to redesign its mouse mascot

Free Birds,” the animated pic from Reel FX that Relativity Media will release Nov. 1, will become the first film that Chuck E. Cheese’s has agreed to promote.

The marketing milestone is surprising for the family eatery, given its audience.

But as companies increasingly turn to tie-ins with various forms of entertainment as ways to stand out with their consumers, it’s no surprise that Chuck E. Cheese’s is among the newest to embrace Hollywood.

The restaurant chain will back the “Free Birds” release with TV commercials, print and online ads, in-store signage and giveaways, radio broadcasts and offer an exclusive line of “Free Birds” merchandise at 520 of its locations nationwide, the company said. A “Rock-N-Wristband” promo, running in stores Sept. 15-Nov. 30, will let kids collect one of four wristbands featuring the Chuck E. mascot, his guitar or characters Jake and Reggie from the film with the purchase of any pizza or value deal.

Owen Wilson, Amy Poehler and Woody Harrelson voice characters in the Thanksgiving-themed film about two turkeys from opposite sides of the track who must put aside their differences and team up to travel back in time to change the course of history and get turkey off the menu for good.

“The opportunity to partner on a major motion picture is a first for Chuck E. Cheese’s, and one that we are extremely excited about,” said Scott McDaniel, chief marketing officer for CEC Entertainment, Chuck E. Cheese’s parent company. “We’ve spent the last year introducing our new, contemporized mascot to all of our guests, and now we’re ready for the silver screen. In Reel FX and Relativity, we’ve found partners whose goal to make families laugh and smile resonates with Chuck E.’s philosophy.”

For Relativity, Chuck E. Cheese’s provides the company with a partner that brings together families it can put its animated toon in front of in a unique way.

“With the timing of this release, we’re getting into the part of the season when families start spending a lot of time together at the movies, going out to eat and playing games,” said Joshua Pollack, president corporate and strategic partnerships and global brand management, Relativity.

Reel FX already had a relationship with Chuck E. Cheese’s, having worked on the company’s commercials and played a key role in redesigning its mouse mascot. Both companies are based in the Dallas-Fort Worth area of Texas.

Reel FX launched its film arm in 2010 and is also working on Guillermo del Toro’s “The Book of Life,” and “Beasts of Burden,” an adaptation of a Dark Horse Comics title.

More Biz

  • US Capitol

    The Sneaky Long Game of ALI’s Restatement of Copyright (Guest Column)

    Last week, Senator Thom Tillis and four other members of Congress sent a letter to an organization you may never have heard of, the American Law Institute (ALI).  The letter questions the ALI’s ongoing project to publish a competing version of the Copyright Act – or, as the ALI calls it, a “Restatement” of copyright [...]

  • Tom Petty’s Daughters, Widow Settle Legal

    Tom Petty’s Daughters, Widow Settle Legal Battle Over Estate

    Tom Petty’s widow and daughters from a previous marriage have settled their bitter legal battle, according to a report in Rolling Stone. Earlier this year, Adria Petty and Annakim Violette, the late singer’s daughters with his former wife Jane, sued his second wife, Dana York, for $5 million, alleging that she had deprived them of [...]

  • Tropical rainforest on the banks of

    Warner Music Aims to Plant 100,000 Trees in the Amazon as Holiday Gift to Staff

    In a move that inspired and environmentally conscious companies will hopefully emulate, as a holiday gift to its employees, Warner Music Group is partnering with the One Tree Planted organization to plant trees in the fire-ravaged Amazon forest. The company is planting 10 trees in the Amazon for each employee — a total of 48,210 [...]

  • Republic Records Names Chris Blackwell Senior

    Republic Records Names Chris Blackwell Senior VP of Creative Content

    Republic Records has named Chris Blackwell senior vice president of creative content & development, it was announced today by co-founders Monte and Avery Lipman and general manager Jim Roppo. According to the announcement, Blackwell will lead creative development for film, television and premium platform projects set to feature and showcase Republic Records artists. His responsibilities include establishing partnerships to create, develop, [...]

  • China Spying Technology Tik Tok Placeholder

    TikTok Gains Global Momentum -- but Also Raises Sticky Privacy Questions

    Bay Area rapper Saweetie didn’t intend for “My Type” to come out as a single. But when a clip of the bouncy anthem about desirable (and slightly vulgar) attributes in a partner started to take off on TikTok as part of a social media challenge, it became clear the song would be her defining hit. The [...]

  • Carlyle Group, Investors in Taylor Swift

    Carlyle Group, Investors in Taylor Swift Catalog, Address Scooter Braun Drama (Sort Of)

    Kewsong Lee, co-CEO of The Carlyle Group, a private equity fund whose assets include a minority investment in Big Machine Label Group, the record company that’s home to Taylor Swift’s catalog, spoke to CNBC’s “Squawk Alley” on Wednesday. During the interview, held at the Goldman Sachs Financial Conference, host Wilfred Frost asked the business executive [...]

  • Mergers and Deals Placeholder

    Top 19 Media Trends of 2019: Mega Mergers

    Media consolidation has been rife in the past two years, as traditional media companies have scaled up in order to protect themselves against the new entrants challenging their business.  Traditional media has spent $229 billion since March 2018 on just six key mergers as rivals opted to combine their assets to compete in the new [...]

More From Our Brands

Access exclusive content