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Ray Pride

By Ray Pride Pride@moviecitynews.com

[PR] Taming the Bee within

No one knows why North American bees are dying, but here’s why The Bee Movie is thriving: From over the transom, McDonald’s would like us to know about the recent event promoting their tie-ins for Jerry Seinfeld’s The Bee Movie, with a guest appearance by Jeffrey Katzenberg to increase awareness about the educational aspects of selling both lines of product while also learning how to “Bee Good to the Planet.” “McDonald’s® Launches DreamWorks’ Bee Movie™ Global Happy Meal® Promotion Extends Environmental Partnership with Conservation International to Reach Children Worldwide,” the McDonalds2_489.jpgrelease is headed, pitching a successor to the Shrek the Third™ Happy Meal. “Beginning October 26 at McDonald’s restaurants in North America and rolling out around the globe through the end of the year, McDonald’s Bee Movie Happy Meal program features exclusive characters from DreamWorks’ upcoming Bee Movie film from creator Jerry Seinfeld. McDonald’s continues the fun online to reinforce the movie’s environmental message with eco-friendly tips provided by its long-time partner, Conservation International. Kids around the world are being invited to take the “Bee Good to the Planet” pledge at both happymeal.com and conservation.org and get active in protecting the environment.” Notably, “McDonald’s is celebrating the arrival of the “Bee Movie” with a “Barry Approved” campaign. The promotion showcases Chicken McNuggets™ made with white meat and the movie’s main character, Barry B. Benson, on Apple Dippers (fresh, peeled apple slices with optional low-fat caramel dipping sauce) and low-fat white Milk Jugs served in child-friendly containers. The kids’ digital community IMG_7663.jpgencouraging kids to make “eco-pledges” to protect the environment, will be available in English in the U.S. on October 26 at www.happymeal.com.” In Canada, the Happy Meal will have characters on the packaging “with Apple Slices and Milk Cartons. Honeycomb-flavored Sippah™ straws will be available with the purchase of McDonald’s Milk Jugs. Also moms will be recognized for their heroic efforts through the “Queen Bee” sweepstakes… Australia: McDonald’s restaurants will have Bee Movie themed PlayLands… United Kingdom: McDonald’s UK will be launching a new pineapple and grape fruit bag featuring graphics from the Bee Movie. To highlight the importance of bees and the process of pollination to the environment, there will be an on the box competition for children called “Draw one, Plant one” that asks them to draw their own “bee friendly” flower. Each child who submits a flower drawing will receive a packet of flower seeds to plant.” [The complete release is below.]

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“Ten years ago at Telluride, I said on a panel that theatrical distribution was dying. It seemed obvious to me. I was surprised how many in the audience violently objected: ‘People will always want to go to the movies!’ That’s true, but it’s also true that theatrical cinema as we once knew it has died. Theatrical cinema is now Event Cinema, just as theatrical plays and musical performances are Events. No one just goes to a movie. It’s a planned occasion. Four types of Event Cinema remain.
1. Spectacle (IMAX-style blockbusters)
2. Family (cartoon like features)
3. Horror (teen-driven), and
4. Film Club (formerly arthouse but now anything serious).

There are isolated pockets like black cinema, romcom, girl’s-night-out, seniors, teen gross-outs, but it’s primarily those four. Everything else is TV. Now I have to go back to episode five of ‘Looming Tower.'”
~ Paul Schrader

“Because of my relative candor on Twitter regarding why I quit my day job, my DMs have overflowed with similar stories from colleagues around the globe. These peeks behind the curtains of film festivals, venues, distributors and funding bodies weren’t pretty. Certain dismal patterns recurred (and resonated): Boards who don’t engage with or even understand their organization’s artistic mission and are insensitive to the diverse neighborhood in which their organization’s venue is located; incompetent founders and/or presidents who create only obstacles, never solutions; unduly empowered, Trumpian bean counters who chip away at the taste and experiences that make organizations’ cultural offerings special; expensive PR teams that don’t bring to the table a bare-minimum familiarity with the rich subcultural art form they’re half-heartedly peddling as “product”; nonprofit arts organizations for whom art now ranks as a distant-second goal behind profit.”
~ Eric Allen Hatch