EVENTS & PROMOTIONS;MOLSON MIXES RUSSIAN SHIP, ROCK CONCERT

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Miller Brewing Co.'s Molson Breweries USA is promoting the second "Molson Ice Polar Beach Party" sweepstakes, featuring a cruise aboard a Russian icebreaker and an on-deck rock concert by the Red Hot Chili Peppers for 70 winners. Consumers can win in various ways including radio giveaways, on-premise and Internet entry forms, and a tie-in with Rolling Stone. Young & Rubicam, New York, handles print and radio.

Sony Corp. is installing 100 MiniDisc players at five Crunch fitness centers in New York, with discs on loan by J&R Music World. J&R is also running print ads, done in-house, offering discounts on MiniDisc players and recorders as well as discount Crunch memberships.

"Hollywood & New Media," a seminar on new-media opportunities for promoting film and TV, as well as partnerships, tie-ins and sponsorships, is set for July 25 and 26 in Santa Monica, Calif. Advertising Age and Electronic Media are co-sponsors. World Research Group, New York, coordinates. Contact: (800) 647-7600.

Rayovac Corp. has launched one of the first tie-ins to next fall's Warner Bros. film "Space Jam," starring Michael Jordan and Bugs Bunny, with on-pack $5 or $12 rebates on Renewal batteries.

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