Sony Pictures signs two-year exclusive sponsorship deal with Cartoon Network

The UK, France, Italy, Spain, Bulgaria, Hungary, Poland, Romania, Sweden, Denmark, Norway, Turkey and the Middle East are among the territories included as part of this deal.

The distributor will use the sponsorship to promote nine upcoming releases.

The deal was brokered directly with Sony Pictures Entertainment in Los Angeles through the advertising and media consultancy arm of Turner Entertainment, Turner Media Innovations, which will manage all of the promotional campaigns with Sony’s agency OMD, across EMEA for Cartoon Network.

The deal means Sony Pictures will become the sole theatrical partner of the channel, and it is expected to expand across the Asia and Latin America markets.

It kicks off with recent release 'The Smurfs'. Films set to feature as part of the exclusive channel sponsorship include: 'The Adventures of Tintin': 'The Secret of the Unicorn'; 'Arthur Christmas'; 'The Pirates! Band of Misfits'; 'Men in Black 3'; 'The Amazing Spider-Man' and 'Hotel Transylvania'.

Simon Cox, vice-president of Turner Media Innovations EMEA, said: "Cartoon Network’s proven popularity with the kids' and families' audience makes it an excellent platform to promote Sony Pictures’ blockbuster film titles.

"The connected nature of our business across EMEA puts us in a unique and enviable position to be able to attract prized sponsors such as Sony Pictures, who are looking to us to add an extra dimension as they promote their biggest titles during the next two years."

Turner Media Innovations will create co-branded channel idents for each of the film releases, and, dependent on film format, viewers will see either animated characters interact with the Cartoon Network channel logo, or a live action film scene integrated with channel branding. Sponsorship activity will be supported with spot advertising on Cartoon Network.

Gina Kilberg, senior vice-president of International Media at Sony Pictures, said: "We have a tremendous slate coming up in 2012 and 2013, and are very excited about partnering up with Cartoon Network."

This article was first published on mediaweek.co.uk