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Fox Takes Digital Retail Partners on Road for ‘Rio 2’

Retailers like Amazon and Apple’s iTunes store are about to go on a road trip with Twentieth Century Fox to promote and sell “Rio 2.”

As part of an extensive marketing push planned around the family toon, Fox will send a “Rio 2” summer party mobile tour to eight major markets (see the list here), starting with a stop at New York City’s South Street Seaport on June 30.

In what’s essentially a moving billboard that resembles a food truck, the colorful vehicles will offer activities like samba dance lessons, soccer drill stations, photo booths, karaoke, and broadcasts of soccer matches that naturally tap into World Cup fever.

But what’s unique is that staffers will also have Amazon’s Kindle Fire HD and Apple’s iPad on hand to buy “Rio 2” directly through the devices. The tour is essentially meant to eventize the film’s release with digital partners and encourage on-site purchases — a move which rewards e-tailers that help promote “Rio” on their sites. Links to the tour’s site also take visitors to Amazon.com.

The sales number to beat is the 12 million Blu-ray and DVD units that the first “Rio” has sold worldwide.

The summer tour ends at L.A.’s Hollywood & Highland complex on July 18, three days after “Rio 2’s” homevideo launch.

“Rio 2” becomes available as a Digital HD release on July 1, followed by Blu-ray and DVD on July 15.

Fox’s marketing push around the film will also include campaigns that target families and moms, and multi-cultural audiences. It also will promote new levels of its “Rio”-themed “Angry Birds” game and song downloads. The homevideo includes the game, along with bonus content like sing along and dance along tracks, deleted scenes, and Janelle Monae’s “What is Love” lyric video.

Individuals that can’t stop by the summer tour’s locations, will be able to visit via the event’s website.

“Rio 2” has earned $492 million worldwide, with the film still set to open in Australia. It’s earned $127 million in the U.S.

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