Zathura Licensees, Partner Make Big Splash Pre-Debut

Sony Pictures Consumer Products is backing the upcoming release of Zathura: A Space Adventure with a team of licensees and an online sweepstakes with Discovery Channel Stores for a chance to win a grand-prize trip to space camp.

Licensees are already in full swing with a line-up of new toys, apparel and products based on the new film. Pressman Toy Corp. is rolling out a board game that replicates the Zathura game featured in the film and three jigsaw puzzles with glow-in-the-dark features. Schylling Associates, Inc. supports the film with a wind-up walking robot and a wind-up Zorgon rocket ship, a miniature version of the ship seen in the film, which houses the heat-seeking lizard warriors. Products are out in the U.S. and Canada. In the JEM Sportswear is backing the film with boys T-shirts in sizes 2 to 20 in the U.S.

Worldwide, 2K Games is out with Zathura video game software for Microsoft Xbox and PlayStation 2. Houghton Mifflin boosts the film with a tie-in book program, which includes a deluxe movie storybook, Jr., early readers, sticker book and a novelty book.

Based on the best-selling book, Zathura: A Space Adventure details the story of two brothers who are sent deep into space while playing a mysterious game they found in the basement of an old house. During their journey, they find a stranded astronaut and must survive meteor showers, aliens, a rocket-propelled robot run amok and an intergalactic spaceship battle. The brothers must finish the game and reach planet Zathura or be trapped in space forever.

Zathura: A Space Adventure hits theaters nationwide on Nov. 11.

Discovery Channel Stores are also backing the film’s release with an in-store program and sweepstakes. Discovery Channel Stores created an in-store destination around the film. Consumers who buy any kids’ Zathura products will receive a Zathura-themed shopping bag branded with the movie’s Web address Sonypictures.com/movies/zathura. Discovery Channel Stores will also run a reel featuring behind-the-scenes footage and a theatrical trailer in-store. P-O-P materials support.

Consumers can also enter The Discovery Channel Space Camp Adventure Sweepstakes by logging on to Discovery.com. One grand-prize winner gets a trip for four to the U.S. Space and Rocket Center in Huntsville, AL, to participate in parent/child space program, a Zathura board game and a prize pack including a Zathura T-shirt, hat and a Zathura video game. Ten first-prize winners get a Zathura board game and a prize pack. The sweepstakes is open to consumers 18 and older and runs through Nov. 28.

The promotion is designed to create awareness for the film targeting consumers ages four to 12, said Heather Miller, executive director retail sales and promotions, Sony Pictures Consumer Products. Sony Pictures Consumer Products is marketing Zathura-themed products and merchandise through Discovery Channel stores, she said.

“The film and products are all about space adventure which is a perfect fit with Discovery Stores and their audience,” Miller said.

Online materials and in-store signage support.

Last month, executives from Sony Pictures introduced consumers to the film via a brand integration deal with The Apprentice. During that task, competing teams had to design a parade float based on Zathura: A Space Adventure. Team Excel, which designed a float branded with the Zathura name throughout and included a voiceover with the film’s name, defeated Capital Edge.

Sony Pictures is extending its brand integration spot on the show with a sweepstakes for a chance to win a trip for four to Los Angeles, CA, to ride the Zathura/Apprentice float in the Hollywood Christmas Parade on November 27. To enter It’s A Hollywood Christmas Sweepstakes, consumers log on to Zathura.com/ApprenticeSweeps. Fifteen first-prize winners get a Zathura board game, a Zathura PlayStation 2 video game and a T-shirt.

The sweepstakes is open to consumers 13 and older and runs through Nov. 8. Online materials support.