Building on the success of previous years, Lego will sponsor Vue Kids AM between March 2010 and February 2011.
Negotiated by Joe Copeman of Pearl & Dean and Krane Jeffery of Carat Sponsorship, the sponsorship includes on-screen activity, as well as in-foyer presence with a standee, quad posters and film listings leaflets.
Vue’s website will also feature a promotion on its homepage and an individual Lego UK landing page.
The Lego ads will be shown before all family films in 2010 and extra films will include Prince of Persia, Robin Hood and Tron Legacy 3D.
The firm remains the sole sponsor of Kids AM, screenings which take place at all Vue sites on weekends and school holiday mornings.
Pearl & Dean’s Joe Copeman, commented: “Over the past three years this unique partnership has provided Lego with a fantastic cross-platform approach to engage with its key demographic audiences, and also allowed Vue to extend and bring the cinema experience to life for its customers.”
Fiona Wright of Lego added: “We are thrilled to be continuing our relationship with VUE and Pearl & Dean. This year Lego is launching its own range of Toy Story, Harry Potter and Prince of Persia licensed product which ties in perfectly with the release of these family films in Vue cinemas nationwide.
"The sponsorship of the Vue Kids AM screenings has given Lego a unique opportunity to communicate with both parents and children in an effective and highly visual manner during their cinema visit.”
Krane Jeffery, sponsorship director, Carat Sponsorship said: “We’re delighted to be continuing Lego’s association with cinema for a third year, with the long term nature of the campaign allowing us to fully exploit the opportunities this environment offers for targeting kids and their parents.”