NEWS - Friday, July 30, 2004

Kids WB Crash The Backlot Tour

Industry leaders Kids' WB!, the #1 broadcast network for kids, Warner Bros. Animation, the most awarded animation studio in history, Xbox(R), Microsoft's groundbreaking video game company, and Eventive Marketing, Inc., specialists in "reaching consumers at play," form an unprecedented partnership for a multi-year, multi-million dollar initiative for the ultimate interactive experience in the first-ever "Kids' WB! Crash The Backlot Tour." This tour makes kids stars in their favorite Warner Bros. Animation show by letting them voice the characters they love and inserting them into the on-screen action. The announcement was made today by Michelle Spinale, Director of Integrated Marketing, Kids' WB!, Frank Keating, Vice President of Marketing, Warner Bros. Animation, Jennifer Tweed, Marketing Manager, Xbox, and Sharon Kotler, CEO, Eventive Marketing, Inc. The groundbreaking program will be hosted at participating Six Flags theme parks in five cities across the country. Six Flags, Inc. is the world's largest regional theme park company. Fans will get an exclusive backstage pass into the world of Warner Bros. Animation and the ultimate interactive experience as they "crash" the Kids' WB! Backlot. This "attraction within an attraction" will be a branded environment within Six Flags theme parks, complete with behind-the-scenes activities, animation and sound studios, as well as an awesome Xbox(R) Video Game Arena. The backstage pass also will offer kids a sneak-peek into Kids' WB!'s new Fall schedule, including never-before-seen footage of the new Warner Bros. Animation series "The Batman" and other exclusive previews, along with the chance-of-a-lifetime to take center stage and be a star on Kids' WB! "Kids' WB! is extremely proud to partner with industry leaders Warner Bros. Animation, Xbox(R), Six Flags theme parks and Eventive Marketing, Inc., all of whom have shared our vision in bringing the Kids' WB! brand to life for the very first time," said Spinale. "It is truly a unique and interactive family experience that empowers kids and makes each one a star." "The 'Backlot Tour' takes our series to another level for kids by actually making them part of the animation experience, letting them discover our shows and interact with our characters in a whole new way," said Keating. "This summer, our powerful marketing partnership is a win-win-win for kids, families and animation fans around the country, providing an immersive one-of-a-kind animation adventure that's not available anywhere else." "Xbox is thrilled to participate in the 'Kids' WB! Crash The Backlot Tour,'" said Bill Nielsen, Director, Xbox U.S. Subsidiary. "Xbox product is not only for hardcore gamers, but for kids and families to enjoy. There's a lot of opportunity for every game player, and the 'Backlot Tour' is a perfect vehicle to demonstrate the full capacity of Xbox product in a once-in-a-lifetime 'Backlot' experience." "Our clients have always benefited from our philosophy of 'Reaching Consumers at Play.' By linking the brand experience of Kids' WB! with such a natural 'at play' lifestyle experience as a day at a Studio Backlot, we've found the perfect consumer sweet spot that will produce deep and meaningful connections with kids of all ages. Fun is a powerful marketing tool," said Kotler. "Eventive Marketing is positioned to develop branded proprietary programs such as the 'Kids' WB! Crash The Backlot Tour,'" said Mitch Berk, President, Eventive Marketing, Inc. "These efforts provide an opportunity for our clients to develop a long-term marketing partnership, which becomes more valuable each year as the proprietary nature of the event increases." The "Kids' WB! Crash The Backlot Tour" will be on the road for 20 days, visiting five different Six Flags theme parks located in the following markets: New Jersey, Boston, Chicago, San Francisco and Los Angeles. Estimating more than one million visitors will "crash" the Backlot, each 4-day park event will be hosted by an MC on Center Stage who will help navigate visitors through the attraction. Activities include Kids' WB!'s Fall season preview, games, contests, character impressions, Xbox(R) video game championships - and much more. The "Kids' WB! Crash the Backlot Tour" creative concept and production was developed and executive produced by Eventive Marketing, Inc., a marketing firm that establishes the foundation for brand loyalty on behalf of its clients by "Reaching Consumers at Play." The program will bring Kids' WB!'s and Warner Bros. Animation's backlot studio to life for kids and families to enjoy and experience at Six Flags theme parks across the country. The "Kids' WB! Crash The Backlot Tour" will include: -- "CENTER STAGE" - will be hosted by an MC who will guide guests through the activities and Kids' WB! fall show previews. -- "XBOX(R) GAME ARENA- is the ultimate Xbox(R) Gamers interactive environment. This arena will give kids the chance to play all the newly released family and kid focused Xbox(R) videogames. Xbox(R) gaming experts will be on-hand to demonstrate how to transform the Xbox(R) video game system from Microsoft into a complete entertainment experience. New and skilled Xbox(R) gamers will be invited to compete in various Xbox(R) Game championships - with prizing awarded to the highest-scoring participants. -- "KIDS' WB! AND WARNER BROS. ANIMATION STUDIO" - offers an opportunity to go behind-the-scenes of Kids' WB! and into the world of Warner Bros. Animation. The interactive artistic lab will allow kids to get in on the action by creating their very own animation scene, complete with an image of themselves in their favorite Kids' WB! character pose. As kids prepare for their close-up shot, they will be escorted to the high-tech production area of the "green screen." -- "BE ON KIDS' WB!" - In front of the "green screen" scene, kids also will have the chance to try out to be a star - and "Be on Kids' WB!" Before going in front of the camera for their big audition, they will be given lines to rehearse for their big scene. Everyone is a star on Kids' WB! as they will be showcased on-air throughout the 2004 broadcast year on Kids' WB! -- "KIDS' WB! AND WARNER BROS. ANIMATION SOUND STUDIO" - teaches kids how their favorite shows come to life with voice and sound. Kids will even get the chance to do the voices of their favorite Kids' WB! characters, such as The Batman, Omi, Robin, Buena Girl, Rikochet and Shaggy. Special scenes will be selected from various Kids' WB! and Warner Bros. Animation shows so kids can see what the entire clip looks like with and without sound. The director will select a show scene and "cast" with kids who will then demonstrate their character voice talents in front of the crowd. Each participating kid will receive a DVD, complete with their moment in the spotlight, Xbox game previews and Kids' WB! content. With this year's "Kids' WB! Crash The Backlot Tour" 2004 preview, fans will be treated to this exclusive interactive experience around the country. The multi-year initiative will expand in 2005 and 2006 to 13 cities and incorporate additional national and local event sponsorships. The 2004 "Kids' WB! Crash The Backlot Tour" schedule will be as follows: -- Six Flags Great Adventure (Jackson, NJ) August 5-8 -- Six Flags New England (Springfield, MA) August 12-15 -- Six Flags Great America (Gurnee, IL) August 19-22 -- Six Flags Marine World (Vallejo, CA) August 26-29 -- Six Flags Magic Mountain (Valencia, CA) September 2-5


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