Sony Pictures Entertainment‘s Consumer Marketing EVP George Leon announced Friday it has lined up one of the studio’s largest ever worldwide promotional campaigns to support the July 31st launch of The Smurfs 2.
Studio sources tell me the hotly anticipated sequel has $150 million being put up by these tie-ins with 100 corporation and licensee and retail global partners — from McDonald’s to Wal-Mart to Toys R Us to even blueberries. That’s huge dealmaking for Sony Animation family fare that’s not Disney, Pixar, or DreamWorks branded. This 3D hybrid live-action/CG animated global pic was able to build on the success of 2011′s The Smurfs which took in $563 million at the worldwide box office. ...
The Smurfs are a lot like Scooby Doo. They go on forever. It did wonderfully well for Hanna-Barbera back in the day, and now Neil Patrick Harris is one of the passengers on the magic carpet.
And of course, the heirs and assigns of Belgian artist Pierre “Peyo” Culliford aren't doing too badly either.