Broadcast News

Bookmark and Share
20/12/2007

Beatwax Buzz For 'Bee Movie'

To celebrate the release of one of this year’s hottest animated films 'Bee Movie', Beatwax - the ideas agency that’s part of The Picture Production Company Group - staged a nationwide tour featuring a large simulator called The Queen Bee. This involved adapting an aeroplane flight simulator to provide a flight experience as seen through the eyes of Barry B Benson - the main character from the movie. Beatwax conceived and executed all elements of the tour for Paramount Pictures UK to promote the film ahead of its UK release on Friday 14 December.
The tour buzzed into action on Saturday 1 December in Glasgow, stopping at ten cities. The final stop was The Winter Wonderland in London’s Hyde Park where The Queen Bee will remain until 6 January 2008. Created by Jerry Seinfeld, Bee Movie takes a look at the world through the eyes of a bee - Barry B. Benson – who ventures out of the hive and discovers that humans have been stealing their honey.
“We are thrilled with the Bee Movie promotion,” said Sarah Gregory, Head of Promotions at Paramount Pictures UK.
“Beatwax delivered a showpiece touring experience; a pure spectacle that engaged family audiences throughout the regions. This helped to provide some much needed tactical edge at a very competitive time of year at UK box offices.
"The media exposure we gained from this promotion at regional level was exceptional.”
One of the main features of the Bee Movie tour was the Bee Hive - an eye-catching, child-friendly marquee that was a perfect fit for the film.
"It featured activities such as dressing up in a bee suit and running and jumping against a gigantic barfly velcro wall, gaming pods and face painting areas, as well as free film merchandise and three plasma screens showing film footage," she said.
Brand partners who helped with the tour, giveaways and other promotional activities included Paramount Pictures UK, Winter Wonderland, Piaggio, LG, McDonalds, Asda, XBOX 360, ActiVision and Flowers Direct.
“The Bee Movie tour was a fun and memorable family experience and it has had a fantastic response from the public as well as creating a huge impact in the regional media,” said Michael Brown, Managing Director of Beatwax.
“We’ve achieved what we set out to do – which was to put Bee Movie in the minds of families across the UK to help drive box office sales.”
The movie's opening weekend in the UK grossed £2,281,393.
(DS)
VMI.TV Ltd

Top Related Stories
Click here for the latest broadcast news stories.

06/03/2007
Red Bee Media Launches Down Under
Red Bee Media has announced the launch of Red Bee Media Australia. This will include, subject to finalisation of contracts, opening a state-of-the-art
03/07/2024
Lake People Appoints Synthax Audio UK
German pro audio manufacturer Lake People has appointed Synthax Audio UK as its official UK distributor. Specialising in the design and manufacturing
14/05/2024
Absen Opens First UK Showroom In Berkshire
Absen has opened its first UK showroom, in Theale, Berkshire. Serving as a hub for Absen's European operations, this significant expansion highlights
31/10/2011
Red Bee Media To Unveil Findings From UK-Wide Consumer Survey
Red Bee Media, providing multi-platform technology and creative solutions to broadcasters, has announced the second of three live events which form pa
12/06/2006
Red Bee Media previews Digital Hive and Sherpa at Broadcast Live
Following announcements earlier this year about the development of its Sherpa technology and Digital Hive offering, Red Bee Media’s Broadcast Live sta
29/08/2007
Red Bee Media Selects Xytech's Enterprise Software
Xytech Systems Corporation, a leading provider of media business software and services for workflow management, resource scheduling, and media asset m
21/03/2007
Red Bee Media Signs First French Subtitling Contract with M6
Red Bee Media has signed the first contract for its newly opened French office with French national broadcaster M6. From mid-March, Red Bee Media, fro
14/05/2007
Red Bee Media Business Development Restructure
Red Bee Media has restructured its business development team following John Phipps’ appointment in February this year to the role of Director of Sales
16/09/2019
Red Bee Media And Pixit Media Announce Partnership
Red Bee Media has partnered with Pixit Media to deliver managed services across its multi-regional playout facilities. Red Bee's software-defined play
16/05/2006
Red Bee Media appoints Head of Strategic Development
Red Bee Media has appointed Linda Summers as its Head of Strategic Development, which is a new role within the Business Development department and res
12/09/2008
TSL Wins Red Bee Media Contract For Channel 4 Operations Move
Following a competitive tender, TSL has announced a major contract with Red Bee Media, which will see Channel 4's playout facility move from the broad
14/12/2018
Red Bee Media Provides OTT Services For Spring Media
Red Bee Media has announced it provided OTT services for rights owner Spring Media to create subscription-based online access to live and pre-recorded
03/04/2006
Red Bee Media launches Digital Hive
Red Bee Media, formerly BBC Broadcast, has launched Digital Hive, a service for content owners, rights holders and distributors, which offers a one st
14/11/2005
Red Bee Media acquires Australian caption centre
Red Bee Media, formerly BBC Broadcast, has announced the acquisition of the Australian Caption Centre (ACC), the Australian subtitling (captioning), l
27/10/2005
BBC Broadcast becomes Red Bee Media
A new name and corporate identity for BBC Broadcast has been announced today. As of 31 October, BBC Broadcast will be known as Red Bee Media marking i