Walden Media, Paramount Try for World Record Via Charlotte’s Web Promo
Walden Media is looking for a few good readers.
The company has teamed up with Paramount Pictures to launch a world record attempt tied to the upcoming release of Charlotte’s Web to promote reading and introduce the tale to a new group of fans.
The Break a World Reading Record with Charlotte’s Web promotion gets elementary school-aged kids and educators to simultaneously read the same passage from the E.B. White classic tale. On Wednesday at noon ET, participants from across the country will read a passage from the book.
Walden Media hopes to break a world record for the most people reading the same passage simultaneously in multiple locations while promoting the film. And so far, the company is well on its way to earning the title.
As of yesterday, more than 460,000 people have signed up to participate. The previous world reading record was set in the U.K. in 2004 when 155,528 students simultaneously read William Wordsworth’s poem Daffodils.
Registration has ended, but readers who meet Guinness guidelines will be accepted on the event day at CharlottesWebBarr.com.
Alloy Media + Marketing, New York, is promoting the Walden Media stunt in 5,000 elementary schools in the U.S. The agency sent kits containing posters and signs to educational facilities in the top 25 markets in its 360 Voice network.
Based on White’s classic story, Charlotte’s Web tells the story of a crafty spider that hatches a plan to help prevent a pig from winding up on the breakfast table. The film opens nationwide on Friday.
As part of the promotion, Alloy and Paramount Pictures launched a toy drive in 1,000 schools to benefit Toys for Tots. The agency built off key words used in Charlotte’s Web, telling students it would be “terrific” for each student to bring in a new toy and how described how “radiant” they would feel for donating to someone less fortunate.
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