Crayola has partnered with Aardman Animations and Odeon Cinemas across the UK to offer fans the chance to see their own animated short films hit the big screen.
Using Aardman’s Animate It software, kids and budding artists of all ages will be able to create their own animated movies and compete to have their own animation played in Odeon cinemas.
Kids will be able to download a free seven day trial of the Animate It software from the dedicated website, MyCrayolaMovie.com.
To support the promotion, Crayola will be introducing its first ever UK on pack promotion, offering kids the chance to visit Odeon Cinemas for free with any paying adult.
A My Crayola Movie TVC cinema campaign will also run throughout the summer across all Odeon sites.
The winner of the My Crayola Movie competition will be chosen in late September and treated to a red carpet premiere at their local Odeon cinema with a nationwide play out taking place during the October half term.
"My Crayola Movie typifies everything Crayola is about, and we think kids will jump at the chance to create something that might end up on the big screen," said Richard Venner, Crayola senior brand manager.
"We had a great back to school in 2013, yet we’re confident 2014 will be our best yet. The added value built into the packs will really help mum and dad during the frantically challenging summer holiday period."
Odeon marketing manager, Emma Isenman, concluded: "We are thrilled to be working with Crayola and Aardman on this initiative.
"We are in the entertainment business, so being able to showcase the imagination and creativity of future animators and filmmakers through this competition is really exciting.
"We can’t wait to showcase the winning short at Odeon later this year."