HOLLYWOOD, Calif., March 23 /PRNewswire-FirstCall/ -- DreamWorks Animation SKG, Inc (Nasdaq: DWA) and Paramount Pictures have created a special badge for the Boy Scouts & Girl Scouts of America in a national campaign inspired by the heroic themes of the upcoming 3D animated release, HOW TO TRAIN YOUR DRAGON, which opens in theaters in the U.S. on March 26.
"The star of our film, Hiccup, was committed to learn how to train a wild dragon, Toothless, and this served as an inspiration for our special collaboration for the Boy & Girl Scouts of America in a first of a kind exciting new HOW TO TRAIN YOUR DRAGON badge," said Anne Globe, Head of Worldwide Marketing for DreamWorks Animation.
Scout troops completed a variety of activities in order to obtain the new badge, which were awarded in 21 top markets. They then attended advance promotional screenings throughout the month of March, where they picked up their badges and watched the film. These activities included:
- Using art materials to design their own dragon, making sure that it had notable characteristics and a unique name.
- Writing down the five steps they would follow to personally train their dragon. (Since the dragon has never had any human contact before, this could be tricky!)
- Using the internet or local libraries to research a famed "real life" dragon (i.e. Komodo Dragon) and identify what it eats, where it lives, and whether or not it can breathe fire.
- Naming and identifying at least three of the dragons featured in DreamWorks Animation's film HOW TO TRAIN YOUR DRAGON.
Many of the activities were combined with the Girl Scouts 98th Birthday week of March 8, 2010 and the Boy Scouts 100th Birthday celebration this year.
About "How to Train Your Dragon"
Set in the mythical world of burly Vikings and wild dragons, and based on the book by Cressida Cowell, "How to Train Your Dragon" tells the story of Hiccup, a Viking teenager who doesn't exactly fit in with his tribe's long-standing tradition of heroic dragon slayers. Hiccup's world is turned upside down when he encounters a dragon that challenges him and his fellow Vikings to see the world from an entirely different point of view.
About DreamWorks Animation
DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the "100 Best Companies to Work For" by FORTUNE® Magazine for two consecutive years. In 2010, DreamWorks Animation ranks #6 on the list. All of DreamWorks Animation's feature films are now being produced in 3D. The Company has theatrically released a total of 18 animated feature films, including the franchise properties, Shrek, Madagascar and Kung Fu Panda. DreamWorks Animation's three feature film releases in 2010 are How to Train Your Dragon, Shrek Forever After and Megamind.
About Paramount Pictures Corporation
Paramount Pictures Corporation (PPC), a global producer and distributor of filmed entertainment, is a unit of Viacom (NYSE: VIA, VIA.B), a leading content company with prominent and respected film, television and digital entertainment brands. The company's labels include Paramount Pictures, Paramount Vantage, Paramount Classics, MTV Films and Nickelodeon Movies. PPC operations also include Paramount Digital Entertainment, Paramount Famous Productions, Paramount Home Entertainment, Paramount Pictures International, Paramount Licensing Inc., Paramount Studio Group, and Worldwide Television Distribution.
About the Boy Scouts of America
Serving nearly 2.8 million young people between 7 and 20 years of age at more than 290 councils throughout the United States and its territories, the Boy Scouts of America is the nation's foremost youth program of character development and values-based leadership training.
About the Girl Scouts of America
Founded in 1912, Girl Scouts of the USA is the preeminent leadership development organization for girls with 3.4 million girl and adult members worldwide. Girl Scouts is the leading authority on girls' healthy development, and builds girls of courage, confidence, and character, who make the world a better place. The organization serves girls from every corner of the United States and its territories. Girl Scouts of the USA also serves American girls and their classmates attending American or international schools overseas in 90 countries. For more information on how to join, volunteer, reconnect, or donate to Girl Scouts, call (800) GSUSA 4 U (800-478-7248) or visit www.girlscouts.org.
SOURCE DreamWorks Animation