CCM AND KEYSTONE PROMOTE MVP
By Adnews Staff
The CCM division of Montreal based hockey equipment manufacturer The Hockey Company has partnered with Keystone Entertainment of Vancouver in promoting the upcoming feature-film MVP: Most Valuable Primate. Keystone's previous films include the Air Bud series of movies. In MVP, the film centers on Jack, an ice-hockey playing chimpanzee dressed in custom made CCM equipment and the adventures he has with two young siblings. Initial marketing plans include CCM hosting two premiere events in Toronto and New York, in conjunction with the opening of the film this fall in Canada and the U.S. CCM will also be sponsoring appearances of Jack in arenas during the 2000/2001 hockey season and provide marketing support via joint advertisements in hockey publications, online at <http://www.ccmsports.com>, through in-store POP displays and promotions and through special screenings of the film. Len Rhodes, global brand manager, CCM said the partnership is a major step for the CCM brand. In addition to marketing support, CCM created custom made skates for Jack and provided additional equipment including skates, sticks, helmets, protective pads and apparel to the entire cast of the film. MVP: Most Valuable Primate opens in Canada in August and the U.S. late September. Public relations for The Hockey Company is handled by Mastro Communications, Inc. of Warren, New Jersey.