Effort: "PremEARS in the Park"
Agency: Advertising handled in-house; event marketing via Marketing Mix, St. Louis.
Twist: The Disney Channel is trying to reach cable viewers by staging free screenings of Disney movies in public parks in nine cities this summer. The movies will air on a 40-by-30-foot Mickey Mouse-shape screen for four nights in each city, accompanied by free games, activities, prizes and fireworks.
Vital statistics: The films are being shown in cities where a local cable operator has incorporated the Disney Channel into basic cable packages, to enhance awareness and viewership. The tour began in Kansas City, Mo., last month and ends in Houston next month. Films include "The Return of Jafar," "First Kid" and "D3: The Mighty Ducks."
Kate Fitzgerald edits Events & Promotions. Reach us by fax at (312) 649-5331 or