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McDonald's & 20th Century Fox Launch Global Partnership With "Night at the Museum: Battle of the Smithsonian"
Miscellaneous: Jay Cochran - 2009.05.13
McDonald's and Twentieth Century Fox today announced their new global partnership surrounding the studio's highly anticipated calendar of blockbuster movies through 2010. The multi-faceted partnership offers something for everyone, including never-before-seen technology and animation; innovative Happy Meal(TM) toy collections; and restaurant promotions in thousands of restaurants worldwide.


Restaurants around the world will feature all-family programming for top movies starting with "Night at the Museum: Battle of the Smithsonian" and "Ice Age: Dawn of the Dinosaurs." The global McDonald's and Fox relationship demonstrates both companies' commitment to providing customers of all ages with top entertainment and cutting-edge experiences.


"Given today's challenging economic environment, consumers are looking for fun, quality and value, and we're providing just that," said Mary Dillon, McDonald's global chief marketing officer. "McDonald's is an entertainment brand for customers, and our partnership with Twentieth Century Fox enables us to engage audiences of all ages - kids, families and adults - through creativity, innovation and marketing leadership."


"Our partnership with McDonald's brings together two great global brands," said Jeffrey Godsick, Twentieth Century Fox's executive vice president of marketing. "Aligning our brand with the world's most recognized restaurant gives us the potential to extend the popularity of these ground-breaking experiences to millions of people worldwide."


"Night at the Museum: Battle of the Smithsonian"


The new partnership begins with the upcoming sequel "Night at the Museum: Battle of the Smithsonian" Happy Meal promotion beginning this month. This program will make history fun and accessible to kids in an adventurous and imaginative way through custom animated television commercials and an action-packed Happy Meal toy collection with each toy activated by a trading card much like the magical tablet in the movie.


U.S. Promotion


The U.S. "Night at the Museum: Battle of the Smithsonian" Happy Meal toy collection, which is available in the United States on May 22, features eight characters including such favorites as Larry, Rexy and Octavius. The excitement extends online as each U.S. Happy Meal toy comes with a special code to unlock more fun at McWorld(TM), the McDonald's virtual world at www.happymeal.com. McWorld is a dynamic and engaging online environment where kids can create their own avatars, play games and visit exciting destinations.


"Great food and great fun come together for families with this promotion," said Neil Golden, vice president, U.S. Marketing, McDonald's. "They get quality food choices like Apple Dippers and low-fat milk jugs plus the fun that comes from our partnership with one of the biggest entertainment properties in the world."


Engagement Around the World


In addition to North America, the McDonald's "Night at the Museum: Battle of the Smithsonian" Happy Meal promotion will be available starting May 13 in Europe, May 14 in Latin America, and May 28 in Australia, the Middle East and Africa. All markets will feature the popular museum characters in Happy Meal collections, with some special additions. For example, McDonald's restaurants in the United Kingdom and Australia will offer an extra toy design - French general Napoleon Bonaparte sitting proudly on his horse. Specially designed in-store merchandising, including window posters, drive-thru translites and displays, and movie-themed Happy Meal boxes, will convey the adventure and fun of the movie by highlighting some of the most exciting eras in history.


McDonald's "Night at the Museum 2" TV Commercials


Fox's creative approach is featured in multiple McDonald's commercials worldwide. McDonald's commercials in Europe will incorporate actual clips from the film. In the United States and Latin America, the ads will feature exclusive, custom "Night at the Museum" animation and special effects provided by Fox. U.S. ads will begin airing May 22, with others to follow in concert with their Happy Meal programs.


PREVIEW - "Ice Age: Dawn of the Dinosaurs" Happy Meal


This June and July, McDonald's will invite moviegoers to beat the heat with the launch of "Ice Age: Dawn of the Dinosaurs" all-family event. "Ice Age: Dawn of the Dinosaurs" is the third installment of the "Ice Age" film series, which is among the highest-grossing animated films of all time.

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