ALLIANCE ATLANTIS AND NEW YORK FRIES FORM ALLIANCE
By Adnews Staff
Alliance Atlantis Motion Picture Distribution and New York Fries, both of Toronto, have announced a three-picture strategic alliance, a combined promotional sweepstakes and a supporting national advertising campaign. The alliance begins with the November 10th release of Little Nicky starring actor Adam Sandler in theatres across Canada. The three-week sweepstakes began October 23 at all 150 New York Fries locations across Canada. Consumers can pick up a scratch and win card for a chance to win the grand prize of a trip for two to a Hollywood movie premiere. Additional prizes to be won include instant win fries and beverages menu items, movie passes and Little Nicky watches created specifically for the promotion. Supporting the sweepstakes is national television print and radio advertising building on the "Eat the Fries, Scratch the Card, Save the World" positioning. According to Susan Smythe, vice president of publicity and promotion, Alliance Atlantis Motion Picture Distribution, the alliance allows both companies to target their shared demographic of males 13-21 years of age. Advertising was created by Echo Advertising with the scratch and win cards being developed by The Chris Hughes Company, both of Toronto. The remaining two pictures included in the strategic alliance have not been decided upon.