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The Hawaii
Visitors and Convention Bureau (HVCB) and The Walt Disney
Studios have announced an agreement with multiple opportunities
for a global alliance around the release of Disney's next
animated motion picture, Lilo & Stitch.
The marketing deal will support the film's release in theatres,
on video, DVD, and television in the US and internationally,
as well as promote Hawaii as a tourist destination. The alliance,
the first of its kind in the motion picture industry, promises
support for Lilo & Stitch franchise initiatives worldwide,
including consumer media, trade support, sweepstakes prizing,
online support and premiere. Through the integration of Hawaii
with Disney's synergy divisions, both entities will be able
to optimise the relationship in their global marketing efforts,
says a company release. HVCB's agreement with Disney is contingent
on funding on a yearly basis and includes the opportunity
to work with mutually agreed upon Hawaii partners, the release
adds.
A key component of the Disney/HVCB global alliance is its
extensive programme on the World Wide Web with Disney Online,
including sponsorship of the film's official "Super Site".
The on-line programme begins with the film's initial domestic
release on 21 June, and continues through all worldwide territories
and later extends to its video and DVD release. Other Internet
initiatives include creative integration of interactive media
on Disney.com and FamilyFun.com, as well as the creation of
games, screensavers, downloadable images, and e-mail newsletters.
Lilo
and Stitch deals with a young girl's close encounter with
the galaxy's most mischievous extraterrestrial.
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