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Published on .

New Line Cinema, the producer of the Will Ferrell pic "Elf," has secured a deal with Ohio Art Co., the producer of Etch A Sketch. The product will be integrated into the movie and the two partners will distribute "Elf"-themed study guides to a million grade-schoolers around the country this month and hundreds of thousands of Etch A Sketches will be adorned with "Elf" stickers… Regal Entertainment Group is launching a branding campaign to trumpet the theater chain's 20-minute digital pre-show, "The 2wenty," a lineup of short-form, made-for-cinema entertainment segments provided by NBC and TBS, among others. The campaign tagline is "Entertainment Ignited."
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