Retailer, Paramount Team on 'The Prince and Me'

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Marshalls and Paramount Pictures are partnering to offer in-store and online promotions for "The Prince and Me" starring Julia Stiles, which opens April 2.


The campaign centers around two contests: Marshalls Royal Sweepstakes and Marshalls "The Prince and Me" Online Sweepstakes.


The Royal Sweepstakes is an in-store sweepstakes that runs through March 31. It is available at nearly 600 Marshalls stores nationwide and offers a grand-prize trip for four to California, including a tour of Paramount Studios' back lot. Tickets to "The Prince and Me" along with Marshalls gift certificates also will be awarded to thousands of shoppers throughout the program.


The sweepstakes at Marshallsonline.com continues through April 4. The random drawing give users the chance to win prizes including the movie soundtrack.


As part of the integrated program, some shoppers also have received a decoder direct mail piece that they can bring to their local Marshalls and have their prize revealed.


Each mail piece is a winner. The grand prize is a private screening of the movie with limousine transportation, a gift certificate to get a new outfit from Marshalls, plus complimentary hair and makeup sessions.


The mail piece was sent last month to 400,000 teen-age girls.


"The partnership is a great fit, as it is relevant to our film's target audience while delivering millions of impressions during the busy spring shopping season," said Lisa DiMarzio, senior vice president, worldwide marketing partnerships, Paramount Pictures.


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