Ford Motor Company Partners with Loews Cineplex Entertainment for its New Focus
6 December 1999
Ford Motor Company Partners with Loews Cineplex Entertainment for its New Focus
DEARBORN, Mich., Dec. 3 -- Ford Motor Company has
signed an exclusive agreement with Loews Cineplex Entertainment that creates
the largest in-theater promotional partnership ever for the theater chain and
automaker. The two-year agreement allows Ford to utilize more than 272
theaters nationwide to promote the Focus compact car. Ford will capitalize on
this year's holiday season for the in-theater promotion touting a special
version of the all-new Focus.
"Utilizing the vast resources and the tremendous amount of foot traffic by
moviegoers during key times of the year, we feel that partnering with Loews is
one of the best ways we can maximize our exposure for the all new Ford Focus,"
said Ford car group brand manager Brian Miller. "We are also excited to
expand our relationship with the Sony Corporation and feel this new agreement
is a perfect extension to that ongoing association."
Beginning December 10, a sixty-second trailer will run in all theaters
offering one moviegoer the unique opportunity to win a special version of the
Focus car or the Sony Music Box Set of CDs of "Soundtracks of the Century" (20
total second prize winners) and 10-packs of movies (50 total third prize
winners). In addition, window clings, standees, danglers at the concession
stand, employee badges, a video monitor spot and a pre-show on-screen
advertisement will support this Ford Focus promotion.
"This promotion and our long term agreement with Ford is very exciting for
Loews Cineplex Entertainment," stated Marc Pascucci, senior vice president of
marketing for the theatre circuit. "Our goal is to pass that excitement on to
our customers, by enhancing their movie-going experience while giving them the
opportunity to win some very exciting prizes. Having our theatres associated
with the Ford brand is a privilege."
Throughout the partnership, Ford dealerships will also work with local
theaters to create special regional promotions. Movie ticket giveaways and
special screenings will be part of this arrangement.
Ford is also working with other Sony Corporation divisions including
Columbia TriStar Television and Columbia Music for several different
promotions encompassing the "Dawson's Creek" television series and its
soundtrack. Currently, a Focus with signatures from the "Dawson's Creek" cast
and clothes worn by the ensemble is being auctioned on Amazon.com Auctions.
The proceeds will go directly to Hurricane victims in the Carolinas, where the
show is produced.
Loews Cineplex Entertainment Corporation is one of the world's
largest publicly traded theatre exhibition companies, with 3000 screens in 402
locations primarily in major cities throughout the United States, Canada and
Europe. Loews Cineplex's divisions include Loews Cineplex United States,
Cineplex Odeon Canada and Loews Cineplex International. Loews Cineplex
Entertainment operates theatres under the Loews, Sony and Cineplex Odeon
names. In addition, the company is a partner in Magic Johnson Theatres and
Star Theatres.
While the "image target" is youth, Ford expects to sell more than 300,000
Focus vehicles a year by appealing to a tremendously diverse group of buyers
through setting new standards for small car roominess, comfort, driving
dynamics and stylish appearance. Priced from $12,280 for the three door ZX3
to $15,580, Focus is now available nationwide as a coupe, sedan and station
wagon.