BAKERSFIELD, Calif. -- Bolthouse Farms' baby carrots are now the official snack of the Easter Bunny, it was announced today. The company has partnered with Universal Pictures and Illumination Entertainment's Hop, the new comedy from the creators of Despicable Me and the director of Alvin and the Chipmunks, which opened in theatres nationwide today.

Blending state of the art animation with live action, Hop is a comedy about E.B. (voiced by Russell Brand), the teenage son of the Easter Bunny. On the eve of taking over the family business, E.B. leaves for Hollywood in pursuit of his dream of becoming a drummer. He encounters Fred (James Marsden), an out-of-work slacker with his own lofty goals, who accidentally hits E.B. with his car. Feigning injury, E.B. manipulates Fred into providing him shelter, and Fred finds himself with the world's worst houseguest.

In recent months, Bolthouse Farms has undertaken a campaign, dubbed "Eat ‘Em Like Junk Food," to position baby carrots as the ultimate junk food. The company has claimed baby carrots' rightful place in the snack world by playfully mocking junk food marketing tactics and by targeting prime junk-food-heavy moments on the national snacking calendar, such as Halloween and the football playoffs. Now, with the partnership with Hop, Bolthouse aims to show how baby carrots, which are orange, sweet, crunchy and convenient, represent the ideal movie-viewing snack. The Easter Bunny's first-ever product endorsement - made possible by Bolthouse Farms' willingness to "unabashedly sell out" - lends credibility to this effort.

"We were honored to be chosen by the Easter Bunny as his official snack," said Jeff Dunn, CEO of Bolthouse Farms. "He's a rabbit, so we were up against lettuce, dandelion leaves, celery and hay. We think he made a wise choice."

The "Eat ‘Em Like Junk Food" campaign features playfully confrontational tactics that both emulate and mock junk food advertising. Campaign elements include new packaging and in-store initiatives, traditional TV and outdoor media, online and social media as well as school vending. The initial test effort kicked off in September 2010 in Syracuse, New York, and Cincinnati, Ohio, and has since garnered results exceeding the growers' expectations.

Many campaign assets may be viewed at


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On Wednesday, Boxoffice joined a small group of international press at Pixar's San Francisco campus for a preview of Cars 2 as well as the Toy Story short, "Hawaiian Vacation," which will precede the film when it reaches theaters. During a reception honoring the studio's 25 year anniversary, we spoke with Dan Scanlon, the director of the upcoming Monsters, Inc. sequel, Monsters University. Scanlon previously wrote the Cars short "Mater and the Ghostlight," and contributed screenplay material to the first Cars feature. Additionally, we met Kori Rae, who is producing the film, and previously worked on Up, The Incredibles, and the original Monsters, Inc.

The duo was tight-lipped about the film, but they confirmed the basic plot details revealed at Cinemacon earlier this week: Monsters University is a prequel to Monsters, Inc. which will focus on Mike and Sully during their college years, when the two of them met and forged an initially uneasy friendship. Meanwhile, Disney confirmed that both Billy Crystal and John Goodman were definitely returning to their respective roles as Mike and Sully, but didn't indicate which other cast members from the first film would appear in University. (Pixar, meanwhile, did not confirm that John Ratzenberger would be returning, but because he played the Abominable Snowman in the original film, who was not a character within Mike and Sully's regular world, it may make sense that he take on a different as-yet-unspecified role.)

Look for additional reports from our visit to the Pixar campus in the days to come. Cars 2 is scheduled for release on June 24, 2011.


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Centennial, CO and Westfield, NJ -- National CineMedia (NCM), a leading integrated media company reaching U.S. consumers in movie theaters, online and through mobile technology, has entered into a network affiliate agreement with Digiplex Destinations theaters, a New Jersey-based company dedicated to transforming movie theaters into interactive entertainment centers, for the presentation of cinema advertising and events.

In addition to exclusively presenting NCM's FirstLook pre-feature program, all Digiplex Destinations theaters will also present NCM Fathom Entertainment and Business Events.

Under the terms of the multi-year agreement, the three existing Digiplex Destinations theaters and nine theaters that are part of a future acquisition plan throughout the Northeast will join the NCM Cinema Network beginning now through September of 2011 - a total of 100 screens. As additional new theaters are acquired by Digiplex, they will also become a part of NCM's national network.

"We're delighted to be partnering with NCM and Fathom to bring our patrons the best available pre-show and world class alternative content," said A. Dale "Bud" Mayo, chairman and CEO of Digital Cinema Destinations Corporation, owner of Digiplex Destinations theaters.

"Bud Mayo has a great history of creating businesses that leverage new digital technologies in the cinema space, and I am excited to have Digiplex join our network," said Kurt Hall, NCM's president and chief executive officer. "The addition of Digiplex Destinations theaters - both existing and new - will give NCM additional presence in the all-important Northeast corridor."

The new affiliate agreement with Digiplex Destinations is the most recent expansion of the NCM Cinema Network - the largest digital in-theater video and satellite distribution network in North America. NCM currently has exclusive, long-term cinema advertising agreements in place with founding member exhibitors AMC Entertainment Inc., Cinemark Holdings Inc. and Regal Entertainment Group, totaling approximately 1,175 theaters and 15,400 screens, as well as network affiliate relationships with 20 top regional theater circuits representing approximately 300 theaters and 3,100 screens.


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New York, NY -- Screenvision, a leading innovator in cinema advertising, announced today a new long-term agreement with Allen Theatres, the largest theatre operator in the State of New Mexico. As a result of the deal, Screenvision broadens its presence throughout New Mexico and continues to have exclusive selling and exhibition rights in the Late Preshow.

Headquartered in Las Cruces, NM, Allen Theatres operates 14 theatres and 95 screens across 3 DMAs, with most of its locations (10 theatres and 62 screens) falling under the Albuquerque-Santa Fe market (DMA #46). Additional cities include Roswell, Cortez and Carlsbad.

"The extended partnership between Screenvision and Allen Theatres further illustrates that exhibitors continue to see the value that comes with partnering with Screenvision," said Darryl Schaffer, Executive Vice President, Operations and Exhibitor Relations, Screenvision. "We are delighted to continue bringing unique entertainment to Allen Theatre's with this extended agreement."


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