Mattel promotes Max Steel TV series with Cineworld Movies for Juniors sponsorship deal

Four minutes of Max Steel will be shown before each film

Mattel has signed a three-month sponsorship deal with Cineworld’s ‘Movies for Juniors’ weekend film screenings in order to promote its CGI animated TV series, Max Steel.

Movies for Juniors, Cineworld’s weekly selection of classic kids’ films at 75 selected branches, will be utilised by the global toy brand from Monday 8 July to drive awareness of Max Steel among its target market, following a deal facilitated by Carat through Digital Cinema Media (DCM).

“The association with Cineworld’s Movies for Juniors provides a unique opportunity for Max Steel fans to engage with the TV series on the big screen and enjoy programming content with their parents,” said Mattel’s marketing director, Wendy Hill.

Four minutes of Max Steel footage will be shown before the main movie each week, with Movies for Juniors idents jointly branded with Cineworld also featuring. As well as on-screen branding and promotional content the deal also includes 30” spots in all family films during the three-month period.

Cineworld’s online and digital communications, POS, printed magazines and experiential activity are also covered under the multi-platform agreement.

Justin Skinner, vice president of marketing at Cineworld, added: “The popular Max Steel brand is a great fit for Movies for Juniors…We look forward to a successful partnership with this great toy brand, one that no doubt our young cinemagoers will enjoy.”

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.