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Bell Media readies Hobbit Week promotion

Warner Bros. Pictures Canada is preparing a content promotion with Bell Media in support of its upcoming film The Hobbit: The Battle of the Five Armies. The promotion, called "Hobbit Week," will begin on Dec. 8. It will involve coverage of the movie's Dec. 17 release on Bell Media properties including ETalk, Innerspace, Canada AM, CP24, Virgin Radio and TSN Radio.

Television series ETalk will air a special episode called "ETalk & The Hobbit: One Last Time" on Dec. 22 featuring interviews with director Peter Jackson, screenwriter Philippa Boyens and actor Lee Pace. Innerspace will also air a dedicated 30-minute special episode featuring interviews with the three filmmakers on Dec. 17. Additional coverage will take place from Dec. 8 to 12. Canada AM, CP24 and Space will also conduct ticket giveaways to advance screenings of the film nationally.

Eight Bell Media radio stations nationally will conduct contest promotions that will give away tickets to advance screenings of the movie. This component will run in Toronto, Montreal, Vancouver, Ottawa, Calgary, Edmonton, Winnipeg and Halifax. Toronto station 999 Virgin Radio will conduct a draw for a trip for two to Los Angeles to attend the Hollywood premiere of the film. Virgin Radio will also hold a Hobbit-themed costume contest in Toronto on Dec. 6.

Bell Media has conducted similar promotions for Warner Bros. Pictures Canada in support of the previous two Hobbit films in 2012 and 2013.

"Bell Media's ongoing partnership with Warner Bros. Canada is the perfect union leading up to the premiere of the third installment of The Hobbit, a beloved film franchise that is set to be one of the biggest films this holiday season," said Perry MacDonald, senior vice-president of CTV Sales. "The exclusive deal is aligned to deliver unprecedented direct access to Oscar winning film maker Peter Jackson, as well as exclusive footage, behind the scenes interviews, blockbuster specials and advance screenings of the film, to Hobbit fans and our viewers and listeners."

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