Hewlett-Packard, General Mills, Denny's, Payless ShoeSource, Ralphs Grocery and Krispy Kreme have come on board as promotional partners for DreamWorks Animation's CG-animated film Madagascar, agreeing to spend roughly $100 million to back the May 27 release. DreamWorks will create custom-animated spots for four of the advertisers. | Showtime Networks has hired Penny Reiss to serve as vice president for product integration, a newly created position. She is based in Los Angeles. Ms. Reiss most recently served as founder and president of entertainment marketing shop R Brand, and worldwide marketing partnerships manager at Paramount Pictures before that. | Appliance maker Sunbeam will try to connect with consumers through its first movie tie-in around 20th Century Fox's animated Robots. National advertising will promote premiums packed inside specially marked Sunbeam toaster ovens, toasters, mixers and irons. It will also launch an inventors contest for children.
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