Sony, Sabian in Tune for DVD Promotion

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Sabian, a leading musical cymbal manufacturer, struck an exclusive promotional partnership with Sony Pictures Home Entertainment for the U.S. DVD release of the documentary "Rock School."


This is the first time Sabian, Meductic, New Brunswick, Canada, allied with a major studio to push a theatrical home release. The Sony movie is about a real-life school of rock where a bunch of kids get in touch with their inner rock star.


"This promotional partnership allows us to reach a niche demographic that is tuned into the music vibe and wholeheartedly dedicated to the scene," Carlo Vespe, director of national promotions at Sony Pictures Home Entertainment, said in a statement.


Sabian will promote the "Rock School" DVD by stickering its XS20 cymbal sets, running an online sweepstakes on its site at www.sabian.com and e-mailing its database about the movie's availability.


The online promotion offers a grand prize of the XS20 cymbals with an official drum kit, plus second-place prizes of 25 Sabian cymbals autographed by leading rock drummers who use the product.


Sony will repay the compliment by stickering Sabian's name on the outside of the DVD and placing an insert inside the case. The studio also will send an e-mail to its database to enter the sweepstakes at Sabian's site.


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