Kids' WB!, Sony & Marvel to Spin Wide Marketing Web for Spidey 'Toon

Tue, September 25th, 2007 at 12:00am PDT

Comic Books
CBR News Team, Editor

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Official Press Release

BURBANK, CA – Kids' WB!, Sony Pictures Television (SPT)

and Marvel Studios have launched an extensive marketing and promotional

campaign to support the Spring 2008 premiere of the highly-anticipated The

Spectacular Spider-Man television series. The all-new animated series will

air within the Kids' WB! lineup on The CW Network, the No. 1 rated Saturday

morning kids broadcast slate.

The Spectacular Spider-Man picks up the original web-slinger's mythology at

the beginning of his hero's journey as a not-so-typical 16-year-old entering

his junior year of high school. Peter Parker must conceal his secret

identity, confront the multi-leveled pressures of teenage life at home and

school, and all the while combat even bigger Super Villains than ever

before. Based on Marvel Entertainment's popular Super Hero, The Spectacular

Spider-Man is produced by Culver Entertainment, a Sony Pictures Television

Company.

The marketing and promotional campaign will reach its targeted audience

through an array of on-air, in-school, online and retail activities. Initial

elements in the program have already begun to appear via fanboy convention

participation (WonderCon, Comic-Con) and Kids' WB! on-air teasers. The

primary effort began Saturday, September 22 during the premiere of the Kids'

WB! 2007 fall lineup. These initiatives include:

* Starting in early 2008, Sony Pictures Television and Kids' WB!/The CW

Network will launch an in-school Milk Media Campaign in 85% of all U.S.

schools. The campaign will include localized tune-in information that will

be featured on The Spectacular Spider-Man branded posters and book covers in

the top 8-10 markets, as well as branding on nearly 40 million milk

cartons.

* Kids' WB! hosted The Spectacular Spider-Man sweepstakes, giving away 100

not-yet-released Activision "Friend or Foe" video games every hour on Sept.

22. The "Friend or Foe" games will not be available at retail until October.

* A Kids' WB! on-air teaser campaign for the series has begun to run

regularly until the series premieres in early 2008.

* An extensive "kid focused" online campaign – featuring The Spectacular

Spider-Man – will be accessible at www.kidswb.com.

* A trailer for the series is featured on Sony Home Entertainment's

Spider-Man 3 DVD available at Wal-Mart beginning October 30.

"This is a blockbuster series that we believe will become a centerpiece of

the Kids' WB! lineup, and our aggressive marketing efforts, in conjunction

with our partners at Sony and Marvel, are reflective of our belief in the

quality of the show and its obvious fit within our action-oriented lineup,"

said by Kids' WB! Senior Vice President and General Manager Betsy McGowen.

"Once again, the outstanding stories of Spider-Man have given us an

incredible opportunity to work with our partners at Kids' WB! and Marvel in

spreading the word that this show will have a life on television, in stores

and beyond. By hitting every level of the marketing landscape, we are

focusing on bringing as much exposure in every possible way that will

continue to keep Spider-Man front and center for years to come," said Sony

Pictures Television Executive Vice President of Marketing, Robert Oswaks.

Spider-Man Merchandising L.P. is currently in discussions with industry

leaders in most major product categories, as well with key retailers, to

develop a full licensing and merchandising program to support the series and

introduce this highly-anticipated new Spider-Man brand into the marketplace.

Several deals are currently being finalized.

Spider-Man Merchandising, LP, the limited partnership comprised of Marvel

Entertainment, Inc. and Sony Pictures Consumer Products Inc., oversees the

licensing and merchandising activities for Columbia Pictures' Spider-Man™

feature films and animated series based on the Marvel character.

 
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