Lego Ninjago has signed a content deal with Pearl & Dean which will see it take headline sponsorship at Empire Jnrs screenings.
The screenings will be rebranded as Lego Ninjago Jnrs for the duration of the campaign.
The activity will be rolled out across the other participating circuits including Showcase, where the Lego Ninjago TV series will be screened prior to family movies.
This is the first time in the UK that a dedicated ad-funded property of this scale has been commissioned to run across a number of UK cinemas. In addition, there are also plans to expand it into Eire in the near future.
“Airing our Ninjago mini films at Junior screenings is the most amazing way for children to become immersed in the brand,” Sally-Anne Weekes, senior brand manager at Lego UK, told ToyNews.
“Whether the audience is already familiar with the brand or entirely new to it, the films reinforce the fantastical world that the products portray. The cinematic event gives them a larger than life encounter with the Ninjago characters and storyline – the plan being that they then leave having had a really positive experience.”
Pearl & Dean’s Mike Hope-Milne added: “This is a real first for commercial cinema on a number of different levels. We believe that this campaign will not only offer great value to Lego Ninjago, but it also enables our cinemas to offer a unique experience to their customers.”
Empire Cinemas’ Jon Nutton said: “We are proud of what we have achieved with our Empire Jnrs brand to date, and are delighted to be working with Lego Ninjago to develop this property further.”
Lego: 01753 495000
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