Kmart Celebrates the Theatrical Release of 'TRANSFORMERS: Revenge of the Fallen'

Kmart announced today its upcoming multi-channel entertainment marketing promotion supporting the June 24 release of "TRANSFORMERS: Revenge of the Fallen" from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, Inc. The promotion launches June 7 and runs through July 4, 2009.

Highlights:

June 7th - June 21st, "TRANSFORM YOUR DAD" with a variety of merchandise and will offer 2 free movie tickets to see "TRANSFORMERS: Revenge of the Fallen" with a $50 menswear purchase.

June 22 - July 4, Headquarters for TRANSFORMERS will be located in the front of each Kmart retail location and will house everything TRANSFORMERS: toys, video games, men's and boy's apparel, bedding, and much more.

Participating BURGER KING (R) restaurants will distribute TRANSFORMERS toy and footwear coupons, redeemable at Kmart stores through its BK Kids Meal

Kmart will give away the comic book movie adaptation at select theaters and includes several Kmart ads highlighting the movie ticket offer and TRANSFORMERS licensed merchandise

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PRESS RELEASE

Kmart announced today its upcoming multi-channel entertainment marketing promotion supporting the June 24 release of "TRANSFORMERS: Revenge of the Fallen" from DreamWorks Pictures and Paramount Pictures, in association with Hasbro, Inc. The promotion launches June 7 and runs through July 4, 2009.

The program kicks-off with Kmart's most robust Father's Day promotion to date; themed to the film. Beginning June 7th through Father's Day on June 21st, Kmart will encourage consumers to "TRANSFORM YOUR DAD" with a variety of merchandise and will offer 2 free movie tickets to see "TRANSFORMERS: Revenge of the Fallen" with a $50 menswear purchase, exclusions apply.

Kmart is supporting the promotion with a national television spot (in both English and Spanish) highlighting men's apparel, the movie ticket offer and the film. The micro-site (www.kmart.com/transformers) is where consumers can redeem codes for movie tickets, download "TRANSFORMERS: Revenge of the Fallen"-themed content, watch movie trailers and purchase TRANSFORMERS merchandise.

For the second half of the promotion, June 22 - July 4, Kmart teamed-up with Hasbro to create a dedicated Transformers destination boutique. "Headquarters for TRANSFORMERS will be located in the front of each Kmart retail location and will house everything TRANSFORMERS: toys, video games, men's and boy's apparel, bedding, and much more.

Kmart also created synergies with fellow "TRANSFORMERS: Revenge of the Fallen" movie partners: Burger King Corp. and Mars Snackfood. Participating BURGER KING (R) restaurants will distribute TRANSFORMERS toy and footwear coupons, redeemable at Kmart stores through its BK(R) Kids Meal. Kmart will also be featured in its kids-directed "BK(R) Adventures" newsletter and email newsletter. Mars Snackfood will bring the cross-partnership with Kmart to life by creating "TRANSFORMERS: Revenge of the Fallen"-themed window displays and hosting in-store events at both Penn Station and Astor Place, New York City store locations.

Additional support includes: circular advertisements, email blasts, signage, in-store radio and TRANSFORMERS-themed gift cards. And for the first time ever, Kmart created a 24-page movie-themed comic book which will be distributed in select theaters during the promotional period. The comic book is the movie adaptation of "TRANSFORMERS: Revenge of the Fallen" and includes several Kmart ads highlighting the movie ticket offer and TRANSFORMERS licensed merchandise. It also contains a page of coupons designed to drive traffic both in-store and online.

Paramount Pictures releases "TRANSFORMERS: Revenge of the Fallen" on June 24, 2009.