Intu to activate Dreamworks film campaign

Dreamworks' latest animation Home to be promoted at Intu centres nationwide
Dreamworks' latest animation Home to be promoted at Intu centres nationwide

Shopping centre group Intu has revealed 15 of its UK retail destinations will play host to a brand immersion campaign to promote new Dreamworks animation film Home.

The company claimed it was the first time the promotion of a new movie has included a group of UK shopping centres for a single, national campaign, which it has been described as an "intergalactic extravaganza". It will feature ambient media, workshops and experiences aimed at children of different ages, as well as personal appearances from the film’s leading character.

Roger Binks, customer experience director at Intu, said: "With over one million visitors to our centres each day, the film will have major market penetration ahead of its launch in cinemas on 20 March."

As well as online competitions and social media, the film will also be promoted through a home page advertising takeover of Intu’s website.

Home is a 3D animation family film starring Rihanna, Jim Parsons, Jennifer Lopez and Steve Martin about an alien race invading Earth.

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