Mattel has secured a three-month sponsorship of Cineworld's Movies for Juniors weekend film screenings to promote its Max Steel animation and toy line.
Movies for Juniors is Cineworld's weekly selection of classic kids' film, screened from £1 per person. Screenings take place on weekend mornings at 75 selected Cineworld cinemas across the UK.
The cinema sponsorship will provide an alternative window for Max Steel programming content, in addition to its broadcast on Nick Toons.
Four minutes of Max Steel footage will run before the main movie each week, while the Movies for Juniors idents will be jointly branded with Cineworld. In addition to on-screen branding and extended promotional content at the Saturday morning screenings, the sponsorship includes 30' spots in all family films during the agreement period.
The multi-platform deal also includes Cineworld's online and digital communications, cinema point of sale and printed magazines, as well as experiential activity.
"Cinema offers families quality time together in an immersive environment," said Mattel's Wendy Hill. "The association with Cineworld's Movies for Juniors provides a unique opportunity for Max Steel fans to engage with the TV series on the big screen and enjoy programming content with their parents."
Justin Skinner, VP of marketing at Cineworld, added: "We look forward to a successful partnershop with this great toy brand, one that no doubt our young cinemagoers will enjoy."
The sponsorship deal was facilitated by Carat through Digital Cinema Media (DCM), the cinema advertising sales house owned by Cineworld and Odeon.