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Fox launches "Alvin" DVD campaign
Friday March 28 12:43 AM ET
20th Century Fox, which
staged one of last year's bigger shindigs to promote the DVD
for the "The Simpsons Movie," is back at it with "Alvin and the
Chipmunks."
The launch campaign in support of the April 1 DVD and
Blu-ray Disc release of the big theatrical hit, which grossed
$215.2 million in U.S. theaters, kicks off March 27 with a
red-carpet benefit concert in Los Angeles.
Performers will include Alvin and the Chipmunks, as well as
Radio Disney stars Keke Palmer and T-Squad. Also on hand: film
stars Jason Lee, Jesse McCartney, Matthew Gray Gubler and
Cameron Richardson; Ross Bagdasarian Jr., executive producer of
the film and son of the Chipmunks' creator; and other talent.
After that, the "Get Munk'd Tour 2008" rolls out
nationwide, with stops in 12 cities on three consecutive
weekends, including Chicago, Philadelphia, Detroit, Atlanta and
San Diego. The performances will be in malls, and fans will be
given step-by-step dance lessons by the show's backup dancers.
Also on hand will be video game play stations and green-screen
photo booths where fans can have their photos taken as though
they are on stage with Alvin and crew.
"The music and characters in this film really lend
themselves to live performances and interactive showmanship,"
said Steve Feldstein, 20th Century Fox's senior vp of marketing
communications.
Reuters/Hollywood Reporter
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