FAMOUS PLAYERS AND PLAYDIUM EXTEND TECHTOWN DEAL
By Adnews Staff
Famous Players and Playdium Entertainment, both based in Toronto, have extended their three-year-old relationship. The two out-of-home entertainment companies added a ten-year extension to their current five-year partnership, originally formed in 1997. The new deal, valued at more than $130 million, will see Playdium continue to operate interactive game centres called TechTowns in Famous Players theatres across Canada. The original deal in 1997 was for 36 TechTowns. Under the extended agreement, that number is expected to increase to more than 50. A similar multi-year promotional agreement was inked last month between Toronto-based McDonald's Restaurants of Canada and Vancouver-based Nintendo of Canada Ltd. in which Nintendo will place N64 Fun Zones in select McDonald's locations across Canada. Public relations for Playdium Entertainment is handled by Temple Scott Associates of Toronto.