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Hawaii ties with Walt Disney studios to promote new Disney flick

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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